The final installment of the "Greatest Rivalry" Test series between South Africa and New Zealand took place on a Saturday that will be remembered not only for the on‑field drama but also for the historic attendance it attracted. Almost 70,000 spectators—68,173 to be exact—filled the stadium of the NFL’s Baltimore Ravens, setting a new benchmark for any rugby international played on American soil.
The sea of colour in the stands was dominated by the vibrant green of South African supporters, interspersed with the classic black of the All Blacks and a respectable contingent of neutral fans eager to witness the spectacle. The match itself lived up to the hype.
The Springboks out‑scored the All Blacks 43‑28, sealing a 3‑1 series triumph that will be talked about for years to come. Yet the significance of the event goes far beyond the final scoreline. Rugby officials and players alike see the massive turnout as a promising sign that the sport can carve out a niche in the United States, a market traditionally dominated by football, basketball, baseball and hockey.
With the United States slated to host the 2031 Rugby World Cup, the stakes are high, and the Baltimore crowd may be the first tangible proof that American fans are ready for more. Both captains used the post‑match platform to stress the importance of giving U.S. audiences more exposure to high‑level rugby. All Blacks skipper Codie Taylor praised the enthusiasm of the American crowd, noting that the nation’s love for sport is evident across every discipline.
"It’s great to come over here and see what America has to offer," Taylor said. "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 optimism, but he also laid out a more concrete roadmap for growth. He suggested that NFL franchises could play a pivotal role by embracing rugby as an off‑season venture, perhaps even taking equity stakes in existing American clubs.
"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 explained. "It needs a lot of hard work, obviously. If NFL teams buy into rugby, become part‑owners of rugby clubs, and let some of their players who aren’t getting game time try rugby, it would help the game a lot.
Also, it’s a game that Americans would actually enjoy. They love physical sports.
The more teams that come and play here, the more people are invested in the rugby teams." Kolisi’s remarks highlight a broader strategic vision: leveraging the United States’ existing sports infrastructure to accelerate rugby’s visibility. By partnering with NFL owners, rugby could tap into established marketing channels, stadium facilities, and a fan base that already appreciates high‑impact, physically demanding contests. Such collaborations could also provide a pipeline for athletes transitioning between sports, enriching the talent pool on both sides of the Atlantic.
The Baltimore Test also marked a personal milestone for Springbok head coach Rassie Erasmus, who celebrated his 100th test in charge of the side. Kolisi paid tribute to Erasmus, crediting his leadership and cultural grounding as key ingredients in South Africa’s dominance.
"We’ve got coach Rassie," Kolisi said. "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 serves as a practical case study for how rugby can thrive in a market that has historically been indifferent to the sport. The sheer scale of the crowd demonstrates that, when presented with a compelling product—top‑tier international rivalry, a festive atmosphere, and a venue accustomed to hosting massive events—American fans will turn out in droves. The challenge now lies in translating that one‑off success into sustained interest.
Key steps forward include expanding broadcast coverage on mainstream networks, creating youth development programs that introduce the game in schools, and staging additional marquee matches in major U.S. cities. Moreover, integrating rugby into existing sports calendars—perhaps as a summer or fall complement to the NFL season—could keep the sport in the public eye year‑round.
Partnerships with local clubs, investment in grassroots facilities, and targeted marketing campaigns that highlight rugby’s unique blend of strategy, speed, and physicality will be essential. In the months leading up to the 2031 World Cup, the United States has a clear opportunity to build on the momentum generated in Baltimore. If the enthusiasm of the 68,173 fans can be harnessed through strategic collaborations, media exposure, and community outreach, the upcoming tournament could become a watershed moment for American rugby.
The vision articulated by both Taylor and Kolisi—a nation that not only watches but actively participates in the sport—appears increasingly attainable. For now, the Baltimore Test will be remembered as a landmark occasion: a record‑setting crowd, a thrilling 43‑28 victory for the Springboks, and a hopeful glimpse of what a rugby‑infused future could look like in the United States. All eyes will now turn to the next steps in building a lasting legacy ahead of the 2031 Rugby World Cup, with the expectation that the sport will continue to grow, attract new fans, and perhaps one day become a staple of the American sporting landscape.