The captains of South Africa and New Zealand entered Saturday's final "Greatest Rivalry" test match with a clear mission: to spark American interest in the sport ahead of the 2031 Rugby World Cup, which will be staged in the United States. The game took place at M&T Bank Stadium, the home of the NFL's Baltimore Ravens, and attracted a staggering 68,173 spectators – the biggest crowd ever recorded for a rugby international on American soil. From the moment the teams walked onto the field, the atmosphere was electric.
The stands were a sea of green, the dominant colour of the Springboks, punctuated by the distinctive black of the All Blacks and a scattering of neutral fans who had come simply for the spectacle. The crowd’s enthusiasm was evident in every chant and wave of the flags, creating a festival‑like environment that few rugby venues elsewhere can match. On the pitch, the match lived up to the hype.
South Africa delivered a commanding performance, outscoring New Zealand 43‑28 and sealing a 3‑1 series triumph. The Springboks’ blend of physicality, tactical discipline, and flair proved too much for the All Blacks, who, despite moments of brilliance, could not keep pace with the South African onslaught. The result not only added another chapter to one of rugby’s most storied rivalries but also demonstrated the high‑octane entertainment value that the sport can offer to a new audience.
Rugby has long been on a quest to break into the lucrative American sports market, a landscape dominated by football, basketball, baseball and increasingly, soccer. Saturday’s record‑breaking attendance suggests that the sport may finally be finding a foothold.
The sheer size of the crowd, coupled with the evident excitement on social media, indicates that there is a genuine appetite for rugby among U.S. fans, especially when presented in a marquee setting alongside familiar NFL infrastructure. After the final whistle, both captains took the opportunity to speak about the future of the game in the United States.
All Blacks skipper 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. 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 Taylor’s optimism and added a more concrete proposal: he suggested that NFL franchises could become partners in the sport’s growth by investing in existing American rugby clubs and even using rugby as an offseason activity for their athletes. "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. "I really believe if the NFL teams buy into rugby and if they 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.
Also I think it’s a game that Americans would actually enjoy. They love physical sports.
So I really think the more teams get to come and play here, the more people are invested in the rugby teams." Kolisi’s comments highlight a strategic avenue for growth: leveraging the massive platform and financial muscle of NFL organizations to promote rugby during the football off‑season. By aligning the two sports, rugby could tap into existing fan bases, stadiums, and media contracts, creating a synergistic relationship that benefits both parties.
The idea of cross‑ownership and shared facilities could also reduce operational costs for emerging American rugby clubs, allowing them to focus on talent development and community outreach. The match also marked a personal milestone for South Africa’s head coach Rassie Erasmus, who oversaw his 100th test in charge of the Springboks. Kolisi paid tribute to Erasmus, saying, "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 serves as a tangible preview of what the 2031 Rugby World Cup could look like in the United States. The successful staging of a high‑profile test match in an NFL stadium demonstrates that the necessary infrastructure—large venues, broadcast capabilities, and logistical expertise—is already in place.
Moreover, the enthusiastic response from fans suggests that ticket sales and viewership for the World Cup could be robust, providing a solid commercial foundation for the tournament. For the broader rugby community, Saturday’s game offers several key takeaways. First, it proves that when rugby is presented in a major, well‑known venue and paired with effective marketing, it can attract crowds that rival traditional American sports events.
Second, it underscores the importance of strategic partnerships with established U.S. sports entities, such as the NFL, to accelerate exposure and acceptance. Finally, it highlights the role of player ambassadors—captains like Taylor and Kolisi—in articulating a clear vision for the sport’s future and rallying both fans and potential investors. As the sport looks ahead to 2031, the lessons learned from this historic test will likely shape the promotional strategy, venue selection, and partnership models for the World Cup.
If the enthusiasm witnessed at M&T Bank Stadium is any indication, American audiences are ready for more high‑energy rugby action, and the United States could become a vibrant new hub for the global game. All matches from the series are available live on Sky Sports, with UK and Ireland kick‑off times listed on the broadcaster’s schedule.