The captains of South Africa and New Zealand took the stage on Saturday for what was billed as the final installment of the "Greatest Rivalry" Test series, playing in front of an astonishing crowd of 68,173 spectators at the home of the NFL's Baltimore Ravens. This historic turnout set a new benchmark as the largest ever attendance for a rugby union international on American soil, and both leaders hoped the spectacle would ignite a lasting enthusiasm for the sport ahead of the 2031 Rugby World Cup, which the United States is slated to host. From the moment the teams emerged, the stadium’s terraces were awash in colour. The majority of fans were clad in the vibrant green of the Springboks, interspersed with the iconic black of the All Blacks and a scattering of neutral supporters who had come simply for the love of the game.
The atmosphere was electric, with chants, drums, and a palpable sense that rugby was finally finding a foothold in a market traditionally dominated by football, basketball and baseball. On the field, the contest lived up to its reputation. South Africa displayed a blend of physicality, tactical acumen and clinical finishing, ultimately prevailing 43‑28.
The victory secured a 3‑1 series win for the Springboks and underscored why they remain one of the sport’s powerhouses. New Zealand, while falling short, provided moments of brilliance that kept the match fiercely competitive until the final whistle. Rugby’s long‑standing ambition to break into the lucrative American sports landscape received a significant boost from the sheer size and enthusiasm of the crowd.
For years, promoters have struggled to translate the sport’s global popularity into a sustainable American fanbase, often relying on niche tournaments and expatriate communities. Saturday’s event demonstrated that, when presented on a grand stage with top‑tier talent, the sport can attract massive interest. After the match, both captains spoke candidly about the importance of giving U.S. audiences more exposure to high‑level rugby.
All Blacks skipper Codie Taylor praised the American sporting culture, 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 passion Americans show for the games they follow could be harnessed to build a solid foundation for the 2031 World Cup, saying, "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 these sentiments and went a step further, envisioning a future where NFL franchises might embrace rugby as an off‑season venture. "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 visibility is key.
He suggested that NFL teams could become part‑owners of existing American rugby clubs, providing financial backing and cross‑promotional opportunities. "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, if they let them play rugby I think that would help the game a lot," he explained. Kolisi highlighted the natural affinity Americans have for physical, high‑impact sports, arguing that the more exposure and involvement there is, the deeper the connection will become. 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 paid tribute to his mentor, 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 lessons for the growth of rugby in the United States.
First, leveraging existing sports infrastructure—such as NFL stadiums—can provide the capacity and visibility needed to host large‑scale matches. Second, aligning rugby with American cultural values—teamwork, toughness, and community pride—can help the sport resonate with a broader audience. Third, media exposure remains critical; regular broadcasts on networks like Sky Sports, combined with streaming options, can keep fans engaged year‑round. Looking ahead, stakeholders are already discussing how to translate this momentum into tangible development pathways.
Proposed initiatives include youth academy programs in partnership with high schools, investment in domestic professional leagues, and collaborative marketing campaigns with major American sports brands. If NFL teams adopt rugby as a complementary off‑season activity, they could provide athletes with cross‑training benefits while introducing their fanbases to a new, exhilarating sport.
In summary, the record‑breaking attendance at the Baltimore test match demonstrated that American fans are eager for world‑class rugby. The thrilling on‑field action, combined with the forward‑thinking remarks from both captains, suggests a bright future for the sport in the United States.
With strategic investment, increased media coverage, and continued high‑profile events, the 2031 Rugby World Cup could become a landmark moment that cements rugby’s place in the American sporting pantheon. All games are broadcast live on Sky Sports, with kick‑off times tailored for audiences in the UK and Ireland.