The final installment of the "Greatest Rivalry" test series between South Africa and New Zealand turned into a historic moment for American rugby on Saturday, as nearly 70,000 spectators packed the stadium of the NFL’s Baltimore Ravens. The attendance figure of 68,173 set a new benchmark for any rugby international played on U.S.
soil, underscoring the growing curiosity for the sport ahead of the 2031 Rugby World Cup that the United States is slated to host. From the opening whistle, the atmosphere was electric.
The stands were a sea of green, the dominant hue of the Springboks, punctuated by the iconic black of the All Blacks and a modest but noticeable contingent of neutral fans who had come simply for the spectacle. The match itself lived up to the hype, delivering a high‑scoring, back‑and‑forth contest that saw South Africa emerge victorious with a 43‑28 win, sealing a 3‑1 series triumph. Rugby’s long‑standing ambition to crack the lucrative American sports market received a tangible boost from the event.
For years, promoters have struggled to translate the sport’s global popularity into a foothold in a landscape dominated by football, basketball, baseball and hockey. Yet the sheer size of the crowd and the enthusiasm displayed by those in attendance suggested that the United States may finally be ready to embrace rugby as a mainstream pastime. After the final whistle, both captains took the stage to reflect on the significance of the occasion.
All Blacks skipper Codie Taylor praised the hospitality he received and highlighted the passion Americans have for sport in general. "It’s great to be here and see what America has to offer," Taylor said. "They love their sports and they jumped right behind rugby. America has some fantastic sporting traditions, and its fans are fanatical about anything they get involved with.
I think we’re seeing the foundations being laid for a truly spectacular 2031 World Cup." South African captain Siya Kolisi echoed that optimism, turning his attention to the future development of the game in the United States. He suggested that the NFL could play a pivotal role by treating rugby as an off‑season offering and by investing in the existing American clubs. "I really think Americans would love rugby if they get to see more of it and if it’s shown a lot more on TV," Kolisi explained.
"It will take hard work, but if NFL teams become part‑owners of rugby franchises, and if their players who aren’t getting regular game time can try rugby, it would be a huge boost." Kolisi also pointed out that the physical nature of rugby aligns well with the tastes of American sports fans, who gravitate toward high‑impact, fast‑paced contests. "They love physical sports," he added.
"The more teams that come over and play here, the more people will invest emotionally and financially in rugby clubs." The match also marked a personal milestone for Springboks head coach Rassie Erasmus, who celebrated his 100th test in charge of the side. Kolisi lauded Erasmus for his leadership and his ability to keep the squad focused on its roots and responsibilities. "Coach Rassie knows us, he lifts us up, and he constantly reminds us where we come from," Kolisi said.
"We play not only for ourselves but for the injured teammates and for every South African who dreams of the opportunities we have." Beyond the on‑field drama, the event served as a practical rehearsal for the logistical challenges of hosting a major rugby tournament in the United States. The stadium’s infrastructure, security protocols, and fan‑engagement initiatives were all put to the test, providing valuable data for the organizers of the 2031 World Cup.
The positive response from both local and international media further cemented the notion that the U.S. can deliver a world‑class rugby spectacle. In the broader context, the match illustrated how strategic partnerships can accelerate rugby’s growth in new markets.
By aligning with established American sports entities such as the NFL, rugby can tap into existing fan bases, broadcasting networks, and sponsorship pipelines. Moreover, the visibility of high‑profile players and coaches on a U.S. stage helps demystify the sport for casual observers, turning curiosity into sustained interest. Looking ahead, the momentum generated by this record‑breaking test could translate into increased youth participation, the formation of new clubs, and heightened media coverage.
Grassroots programs may see a surge in enrollment as young athletes are inspired by the spectacle they witnessed. At the same time, broadcasters are likely to negotiate more comprehensive rights packages, ensuring that future matches are readily available on mainstream platforms.
In summary, Saturday’s Springboks‑All Blacks showdown did more than deliver an exciting rugby contest; it acted as a catalyst for the sport’s expansion in the United States. The unprecedented attendance, the enthusiastic reactions from both captains, and the strategic discussions about NFL involvement collectively point toward a promising future. If the current trajectory continues, the 2031 Rugby World Cup could be a landmark event that not only showcases elite rugby but also solidifies the United States as a permanent fixture on the global rugby map.
All games are broadcast live on Sky Sports, with kick‑off times listed for the UK and Ireland audiences.