The final installment of the "Greatest Rivalry" test series between South Africa and New Zealand unfolded on a Saturday night at the home of the NFL's Baltimore Ravens, drawing an astonishing 68,173 spectators – the biggest crowd ever to witness a rugby international on American soil. The sea of fans in the stadium was dominated by the vivid green of the Springboks, punctuated by the black of the All Blacks and a scattering of neutral supporters who had come to experience the spectacle. The match itself lived up to the hype, with the Springboks ultimately prevailing 43‑28 to seal a 3‑1 series win. Beyond the on‑field drama, the event carried a larger purpose: it was intended as a showcase to whet the appetite of U.S.
sports fans for the 2031 Rugby World Cup, which the United States has been awarded the rights to host. Rugby has long struggled to carve out a niche in the United States, a market dominated by football, basketball, baseball and increasingly, soccer. The sheer size and enthusiasm of the crowd at M&T Bank Stadium suggested that the sport may finally be finding a foothold. Organisers and players alike see the exposure of high‑profile matches as essential to building a sustainable fan base ahead of the 2031 tournament.
After the final whistle, both captains took the podium to stress the importance of giving American audiences more opportunities to watch top‑level rugby. All Blacks skipper Codie Taylor praised the hospitality and passion of the U.S. crowd, noting, "It’s great to come over here and see what America has to offer. They love their sports and they got right behind rugby.
America has obviously got some great sports and they're fanatical about every sport they're involved in. It would be great to see US Rugby keep building.
Leading into 2031, it’s in a strong place to lay the foundation for what will be an awesome World Cup." South African captain Siya Kolisi echoed that sentiment, but he also looked ahead to concrete ways the sport could embed itself in the American sporting landscape. He suggested that NFL franchises might consider rugby as an offseason venture, possibly investing in existing American clubs or even becoming part‑owners. "I really think Americans would love rugby if they get to see more of it and if it's shown a whole lot more on TV," Kolisi said, adding that the sport would benefit from "hard work" and strategic partnerships. He pointed out that the physical nature of rugby aligns well with the tastes of U.S.
fans, who relish high‑impact, fast‑paced contests. "They love physical sports. So I really think the more teams get to come and play here, the more people are invested in the rugby teams," he concluded. The match also marked a milestone for South Africa’s head coach Rassie Erasmus, who was at the helm for his 100th test in charge of the Springboks.
Kolisi lauded Erasmus for his leadership and cultural grounding, saying, "He knows us and gets us up. When he speaks to us he reminds us where we come from. The players who are in the group but not playing today, we do it for them, the guys who are injured and also for the people of South Africa who would love to have the opportunities we have." Beyond the immediate excitement, the event highlighted several strategic avenues for growing rugby in the United States. First, broadcasting: Kolisi emphasized the need for more televised rugby, arguing that visibility is the key driver of fan interest.
Networks such as Sky Sports, which will carry all the games live, can partner with American broadcasters to ensure prime‑time slots and accessible streaming options. Second, grassroots development: the presence of a massive crowd demonstrates that there is a latent audience ready to be nurtured through youth programs, school competitions, and community clubs. Third, cross‑sport collaborations: the idea of NFL teams investing in rugby clubs could bring financial resources, marketing expertise, and a built‑in fan base, while also offering NFL athletes a way to stay in shape during the offseason. The success of the Baltimore test also serves as a proof point for the upcoming 2031 World Cup.
Organisers can point to the ability to fill a large NFL stadium, showing that the United States can host matches that attract tens of thousands of spectators and generate a vibrant atmosphere. Moreover, the event provided a template for how to stage rugby alongside American sports infrastructure, leveraging existing stadiums, security protocols, and media partnerships. In the broader context, the growing interest in rugby aligns with a global trend of expanding the sport beyond its traditional strongholds. Nations such as Japan, the United States, and Canada have all made significant strides in recent years, driven by strategic investment, high‑profile events, and a focus on making the game more accessible to new audiences.
The Baltimore test is a microcosm of that movement, illustrating how a single, well‑executed match can spark curiosity, conversation, and ultimately, a deeper connection between a sport and a new market. As the Springboks celebrated their series victory and the All Blacks reflected on a hard‑fought defeat, both teams left the field with a shared sense of purpose: to help usher in a new era for rugby in America. Their captains’ remarks underscore a belief that, with continued exposure, strategic partnerships, and investment in grassroots initiatives, the United States could become a vibrant hub for rugby by the time the 2031 World Cup rolls around.
For now, the record‑breaking attendance stands as a milestone—a tangible sign that American fans are ready to embrace the sport, and that the journey toward a successful 2031 Rugby World Cup is already well underway.