October's Rugby Championship match between title-holders Australia and Argentina at Twickenham could be the first of several fixtures that are played in Europe, says SANZAAR chief executive Andy Marinos.
The October 8 fixture will be the first time a Rugby Championship match has been played in London and it will also be the final game of the series that also includes world champions New Zealand and South Africa.
At last year's Rugby World Cup in England, all four SANZAAR nations - South Africa, New Zealand, Australia and Argentina - provided the four semi-finalists.
Their matches were well supported, with the quartet able to rely on support from expatriate communities in and around London.
And having seen the success of that tournament, Marinos said in a statement that he wanted to "continue that approach".
"We saw how positive the World Cup was in the UK and we feel our game is about taking it to as many supporters as possible," said Marinos.
"It's a good opportunity for extra exposure and bringing a meaningful Rugby Championship game to London is something that will continue to promote rugby at a moment when its popularity is continuing to grow."
Marinos, who won eight caps for Wales, added: "The style of play in The Rugby Championship is a very exportable commodity to further increase the attractiveness of the sport. People want to see a free-flowing style and the game is moving in that direction."
European rugby union has often been accused of being excessively dominated by forwards and set-piece play.
"There are two very different approaches to the game and certainly that was clear at the World Cup, although this summer the northern hemisphere teams have really fronted up and you've seen England, Ireland and Wales adapting their game too," Marinos said.
The Rugby Championship match between the Wallabies and the Pumas will be a repeat of last October's World Cup semi-final at Twickenham, when Adam Ashley-Cooper's hat-trick of tries helped Australia to a 29-15 win.
Argentina joined the Rugby Championship in 2012 but they have since beaten Australia (2014) and South Africa (2015).
Meanwhile, the creation of an Argentinian Super Rugby club franchise in the Jaguares has also strengthened the development of the Pumas' game.
"Argentina have been making one of the fastest rises in international rugby and with many of their players in Europe there's always going to be a strong affiliation for them," said Marinos.
"Australia, New Zealand, South Africa all have huge expat communities in the UK so these games will be attractive to them.
"Australia and New Zealand have already taken international rugby abroad to the USA and to Hong Kong and people will continue to look at new markets, but Europe and the UK has such a strong rugby heritage and we at SANZAAR would like to continue that approach."
Tickets to Argentina v Australia at Twickenham Stadium are available at www.ticketmaster.co.uk from £45 for adults, £25 for children (U16) and a family package (2 adults & 2 children) for £115. (Booking fees apply) Click here for details