The final installment of the storied "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 crowd that gathered at the home of the NFL's Baltimore Ravens. Nearly 70,000 spectators—68,173 to be exact—filled the stadium, setting a new benchmark for rugby attendance in the United States and providing a vivid illustration of the sport’s growing foothold in a market traditionally dominated by football, basketball and baseball. From the moment the teams emerged, the sea of colour in the stands told a clear story. The majority of fans were decked out in the deep green of the Springboks, interspersed with a modest contingent of black jerseys representing the All Blacks, while a sizable group of neutral observers added a kaleidoscope of other hues.
Their enthusiasm was palpable, and the atmosphere crackled with the same intensity that one would expect at a major rugby venue in New Zealand or South Africa. On the field, the Springboks delivered a thrilling performance, ultimately outscoring the All Blacks 43‑28 and clinching the series 3‑1. The match was a showcase of high‑octane offense, gritty defence and moments of individual brilliance that kept the crowd on the edge of their seats.
For many American spectators, it was a first‑hand glimpse of the fast‑paced, physical spectacle that defines top‑level rugby, and the reaction was overwhelmingly positive. Rugby administrators have long pursued the dream of cracking the lucrative U.S. sports market, and the sheer size and energy of Saturday’s audience suggest that the sport may finally be finding a viable entry point.
Both captains used the post‑match interview to underscore the importance of exposing American fans to more rugby content in the lead‑up to the 2031 Rugby World Cup, which the United States is slated to host. All Blacks captain Codie Taylor praised the hospitality and 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 added that the United States already boasts a passionate fan base for its home‑grown sports, and that rugby could benefit from that same fervor.
"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 Africa’s captain, Siya Kolisi, echoed the sentiment and went a step further by proposing a concrete partnership model: he suggested that NFL franchises might consider adopting rugby as an offseason activity, investing in existing American clubs and even allowing fringe NFL 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," Kolisi said, before acknowledging the hard work required to make that vision a reality. "If the 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 are allowed 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.
So the more teams that come and play here, the more people are invested in the rugby teams." The match also marked a personal milestone for South Africa’s head coach Rassie Erasmus, who celebrated his 100th test in charge of the Springboks. Kolisi singled out Erasmus as a key factor behind the team’s 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 offers several strategic takeaways for the sport’s growth in America. First, the sheer scale of the crowd demonstrates that there is a latent appetite for high‑quality rugby when presented in a marquee setting.
Second, the visible support from both South African and New Zealand leadership signals a unified front in promoting the sport across the Atlantic. Finally, the suggestion of cross‑sport collaboration—particularly with the NFL—opens a pathway for shared facilities, marketing resources, and a broader fan base. Looking ahead, the United States has a unique opportunity to leverage this momentum as it prepares for the 2031 Rugby World Cup. Organisers can capitalize on the buzz generated by this match by scheduling additional high‑profile fixtures in NFL stadiums, expanding broadcast agreements to reach more households, and investing in grassroots programs that introduce the game to younger athletes.
By doing so, they can transform the curiosity sparked by a single night in Baltimore into a sustained, nationwide rugby culture. All matches from the series were broadcast live on Sky Sports, with kickoff times listed for audiences in the UK and Ireland. The event stands as a testament to rugby’s potential to thrive in new territories, provided that stakeholders continue to nurture the partnership between traditional rugby nations and emerging markets like the United States.