On a bright Saturday afternoon the NFL stadium in Baltimore, home of the Ravens, became the stage for what many are calling the "Greatest Rivalry" in rugby. Nearly 70,000 spectators—68,173 to be exact—packed the venue to watch South Africa's Springboks take on New Zealand's All Blacks in the final test of their series. This turnout set a new benchmark for rugby attendance in the United States and was deliberately positioned as a showcase ahead of the 2031 Rugby World Cup, which the U.S. will host.
The sea of fans in the stands was a vivid tableau of national colours. The majority wore the deep green of the Springboks, interspersed with the iconic black of the All Blacks and a scattering of neutral tones from curious onlookers. The atmosphere was electric, reflecting both the historic rivalry between the two Southern Hemisphere powerhouses and the growing curiosity of American sports fans toward a game that has long struggled to find a foothold on U.S. soil.
When the whistle blew, the match lived up to its billing. The Springboks displayed a blend of physicality, tactical acumen, and relentless attack, ultimately prevailing 43‑28.
Their victory secured a 3‑1 series win and added another chapter to the storied rivalry. Yet beyond the scoreline, the event served a broader purpose: it was a live demonstration of rugby’s entertainment value for a market accustomed to high‑octane spectacles.
Rugby administrators have spent years attempting to crack the lucrative American sports market, often facing the challenge of limited exposure and a crowded calendar dominated by football, basketball, baseball, and hockey. The Baltimore test suggested that, given the right platform, rugby can capture the imagination of U.S.
audiences. The sheer size of the crowd—unprecedented for a rugby international in the country—indicated a latent appetite that could be nurtured in the years leading up to 2031. After the final whistle, both captains addressed the media, underscoring the importance of building a sustainable fan base in the United States. All Blacks captain Codie Taylor praised the enthusiasm of the American 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." He highlighted the nation’s passion for competition and expressed optimism that U.S. Rugby would continue to grow, laying a solid foundation for an "awesome World Cup" in 2031. South Africa’s captain, Siya Kolisi, echoed this sentiment and offered a more detailed vision for the sport’s future in the U.S.
He suggested that NFL franchises could play a pivotal role by adopting rugby as an offseason activity and investing 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 said, emphasizing that exposure is key.
He proposed a partnership model where NFL owners become part‑owners of rugby teams, allowing surplus athletes—especially those who see limited playing time in football—to transition to rugby. "The more teams get to come and play here, the more people are invested in the rugby teams," he added, pointing to the potential for cross‑sport synergies. Kolisi also paid tribute to Springboks head coach Rassie Erasmus, marking his 100th test in charge. He credited Erasmus with fostering a culture of resilience and pride, 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." This acknowledgment highlighted the broader narrative that rugby success is built on community, heritage, and collective effort—values that resonate strongly with American sports culture. The implications of this event extend beyond a single match.
For broadcasters, the test offered a compelling product that could attract advertisers and viewers. For grassroots organizations, it demonstrated that high‑profile fixtures can draw massive crowds, encouraging local clubs to seek partnerships with larger venues and corporate sponsors. For the U.S.
Rugby governing body, the test served as a proof of concept that a World Cup hosted on American soil could generate significant ticket sales, media interest, and tourism revenue. Looking ahead, several strategic steps could amplify rugby’s growth trajectory in the United States.
First, leveraging existing NFL infrastructure—stadiums, training facilities, and marketing expertise—could provide rugby with ready‑made platforms for exhibition matches and youth clinics. Second, expanding televised coverage on mainstream networks and streaming services would increase visibility, especially if matches are scheduled during prime viewing windows.
Third, integrating rugby into school and college athletic programs would cultivate a pipeline of talent and fans from a young age. Finally, fostering community events that blend rugby with local culture—such as music festivals, food fairs, and fan zones—could make the sport more approachable to a broader audience. In summary, the Baltimore test was more than a thrilling contest between two rugby giants; it was a strategic showcase designed to ignite American interest ahead of the 2031 Rugby World Cup.
The record‑breaking attendance, the enthusiastic responses from both captains, and the concrete suggestions for cross‑sport collaboration all point to a promising future. If stakeholders—ranging from NFL owners and broadcasters to grassroots clubs and national governing bodies—continue to invest in exposure, partnership, and community engagement, rugby could well become a staple of the American sporting landscape by the time the world converges on the United States for the 2031 tournament. All games are broadcast live on Sky Sports, with kick‑off times listed for the UK and Ireland.