The final installment of the "Greatest Rivalry" test series between South Africa and New Zealand drew an unprecedented crowd on Saturday, as nearly 70,000 spectators filled the home of the NFL's Baltimore Ravens. The massive turnout – 68,173 fans – set a new benchmark for any rugby international played on American soil and was seen as a promising sign for the sport ahead of the 2031 Rugby World Cup, which the United States is slated to host. From the moment the teams entered the stadium, the sea of colour in the stands made it clear which side had the larger following.
The majority of the audience wore the vibrant green of the Springboks, interspersed with the classic black of the All Blacks and a scattering of neutral fans curious about the spectacle. The atmosphere was electric, and the match itself lived up to the hype.
South Africa emerged victorious with a 43‑28 win, sealing the series 3‑1 and providing a thrilling showcase for a sport that has long sought a foothold in the lucrative U.S. market. Rugby administrators have spent years trying to crack the American sports‑watching audience, and Saturday’s event suggested that the effort may finally be bearing fruit. The sheer size of the crowd, combined with its enthusiasm, indicated that a genuine appetite for rugby could be developing in a country traditionally dominated by football, baseball, basketball and hockey.
After the final whistle, both captains reflected on the significance of the occasion. All Blacks skipper Codie Taylor praised the warm reception, 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." He added that the United States already boasts a passionate fan base for many sports and that continued exposure could help U.S. Rugby lay a solid foundation for the 2031 World Cup.
"Leading into 2031, it’s in a strong place to lay the foundation for what will be an awesome World Cup," he said. South African captain Siya Kolisi echoed these sentiments, but he also looked further ahead, envisioning a partnership between rugby and the NFL. Kolisi suggested that NFL franchises could adopt rugby as an offseason activity, potentially investing in existing American clubs and even allowing surplus players to try their hand at the game. "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," he explained, while acknowledging that building a lasting presence would require sustained effort.
"If NFL teams buy into rugby and become part‑owners in the rugby clubs, and if some of their players who don’t get to play often get the chance to play rugby, I think that 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 here, the more people will invest in rugby teams." The match also marked a milestone for South Africa’s head coach, Rassie Erasmus, who was at the helm for his 100th test. Kolisi credited Erasmus for the Springboks’ dominance, stating, "We’ve got coach Rassie. 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 pathways for rugby’s growth in the United States. First, the visibility of high‑profile international matches can spark curiosity among casual fans and convert them into regular viewers. Second, broadcasting partnerships – such as the live coverage on Sky Sports for UK and Irish audiences – can be mirrored domestically to ensure that American households have easy access to the sport.
Third, collaborations with established American sports entities, especially the NFL, could provide financial backing, shared facilities, and cross‑promotional opportunities that accelerate rugby’s integration into the mainstream. Experts also point out that the physicality and fast‑paced nature of rugby align well with American tastes. The sport’s combination of strategic teamwork, relentless contact, and open‑field play offers a fresh alternative to the more compartmentalized formats of other major leagues. By emphasizing these attributes in marketing campaigns and youth development programs, rugby can position itself as an exciting, inclusive option for athletes and fans alike.
Looking ahead to 2031, organizers are already planning a multi‑city World Cup that will feature state‑of‑the‑art stadiums, fan festivals, and community outreach initiatives. The success of the Baltimore test match serves as a proof of concept that large‑scale rugby events can thrive in the U.S. market, provided they are paired with effective promotion and local engagement. In summary, the record‑breaking attendance at the Springboks‑All Blacks showdown not only delivered a memorable sporting spectacle but also signaled a turning point for rugby in America.
With enthusiastic support from players, coaches, and potential partners, the sport appears poised to expand its footprint, laying the groundwork for a vibrant and successful 2031 Rugby World Cup hosted on U.S. soil.