The final instalment of the "Greatest Rivalry" 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 a rugby union match on American soil. The sheer size of the crowd, the sea of green jerseys representing the Springboks, interspersed with the iconic black of the All Blacks and a smattering of neutral fans, underscored the growing curiosity about the sport in a market traditionally dominated by football, baseball, basketball and hockey.
The match itself lived up to the hype. South Africa emerged victorious with a 43‑28 scoreline, sealing a 3‑1 series win over New Zealand.
The Springboks displayed a blend of physicality, tactical acumen and flair that left the American audience on the edge of their seats, while the All Blacks, never short of class, provided a relentless attacking display that kept the contest tight until the final whistle. Beyond the scoreboard, the event served a larger purpose: it was a showcase for the 2031 Rugby World Cup, which the United States has been awarded the right to host. Rugby officials have long been trying to crack the lucrative U.S. sports market, a challenge that has involved grassroots programs, exhibition matches, and strategic partnerships with local leagues.
The overwhelming turnout at Baltimore suggests that the sport may finally be gaining a foothold. Both captains, New Zealand’s Codie Taylor and South Africa’s Siya Kolisi, used their post‑match interviews to stress the importance of giving American fans more exposure to high‑level rugby. Taylor remarked, "It’s great to come over here and see what America has to offer. 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." Kolisi echoed a similar optimism, but he also offered a concrete suggestion: he hopes that NFL franchises might adopt rugby as an offseason activity, perhaps even taking equity stakes in existing American rugby 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.
"It needs a lot of hard work, obviously. If NFL teams buy into rugby, become part‑owners of rugby clubs, and allow their fringe players to compete in the sport, that could give the game a huge boost. Americans love physical sports, and rugby offers that in spades. The more teams that come and play here, the more people will become invested in rugby teams." The significance of the match extended beyond the fan experience.
It marked Rassie Erasmus’s 100th test as head coach of the Springboks, a milestone that Kolisi highlighted as a key factor in the team’s sustained 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." From a broader perspective, the event illustrates how rugby can be positioned as a complementary product to existing American sports.
The NFL’s offseason runs from late January to early July, a window that could accommodate a short‑term rugby competition, exhibition games, or even a developmental league. By aligning with the NFL’s brand of high‑impact, physically demanding play, rugby could attract athletes looking for a new challenge and fans seeking fresh entertainment. Moreover, the broadcast strategy is crucial. Kolisi’s call for increased television exposure reflects a reality: American audiences discover new sports largely through media exposure.
Streaming platforms, cable networks, and even partnerships with established sports broadcasters could amplify rugby’s visibility. The fact that the match was aired live on Sky Sports for the UK and Ireland audience shows the global interest, but a dedicated U.S. broadcast would be essential for cultivating a domestic following.
The 2031 Rugby World Cup presents an unprecedented opportunity for the United States to showcase its cities, infrastructure and sporting passion on the world stage. Successful hosting will depend on the momentum generated by events like the Baltimore test. If the enthusiasm demonstrated by nearly 70,000 fans can be translated into sustained ticket sales, youth participation, and corporate sponsorship, the United States could emerge as a vibrant new hub for international rugby. In summary, the Springboks‑All Blacks showdown in Baltimore did more than add another chapter to a storied rivalry; it acted as a litmus test for rugby’s potential in the United States.
The record‑breaking attendance, the thrilling on‑field performance, and the forward‑looking comments from both captains suggest that the sport is on the cusp of a breakthrough. With strategic investment from American football franchises, expanded media coverage, and a clear pathway to the 2031 World Cup, rugby could very well become the next major spectator sport in the United States.