The final installment of the "Greatest Rivalry" series – a rugby test match pitting South Africa against New Zealand – took place on a Saturday at the home of the NFL's Baltimore Ravens, drawing an unprecedented crowd of 68,173 spectators. This figure set a new benchmark for any rugby international played on American soil and was widely hailed as a promising sign that the United States, slated to host the 2031 Rugby World Cup, may finally be cultivating a genuine appetite for the sport. From the opening whistle, the atmosphere inside the stadium was electric. The sea of fans was dominated by the vivid green of the Springboks, interspersed with the stark black of the All Blacks and a respectable contingent of neutral observers who had come simply for the spectacle.
The match itself lived up to the hype, delivering a high‑scoring, fast‑paced contest that saw South Africa emerge victorious with a 43‑28 win, sealing a 3‑1 series triumph over their long‑standing rivals. Rugby officials have long struggled to crack the lucrative American sports market, which is traditionally dominated by football, basketball, baseball, and increasingly, soccer.
The sheer size and enthusiasm of the Baltimore crowd, however, suggested that the sport might finally be gaining a foothold. The event was broadcast live on Sky Sports in the UK and Ireland, further amplifying its reach and showcasing the potential of American venues for future high‑profile rugby fixtures. In the post‑match press conference, both captains – New Zealand's Codie Taylor and South Africa's Siya Kolisi – emphasized the importance of giving U.S.
audiences more exposure to rugby as a means of building excitement for the 2031 World Cup. 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. 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 these sentiments and went a step further by proposing a partnership model that could accelerate the sport's growth in the United States.
He suggested that NFL franchises might consider rugby as an off‑season activity, investing in existing American clubs and even becoming part‑owners. "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," he said. "But I think it needs a lot of hard work obviously.
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." Beyond the promotional angle, 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 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." The significance of this event extends beyond the scoreboard. It demonstrates that major rugby fixtures can thrive in large, multi‑purpose stadiums traditionally reserved for American football, offering a blueprint for future World Cup matches and other international tours. Moreover, the enthusiastic response from fans – many of whom arrived wearing green and black, chanting, and engaging with the sport for the first time – underscores a growing curiosity that could translate into sustained viewership, grassroots participation, and commercial investment. Looking ahead, rugby administrators are likely to capitalize on this momentum by scheduling additional test matches, exhibition games, and youth clinics across the United States.
By leveraging the existing infrastructure of NFL venues and forging strategic alliances with American sports franchises, they hope to embed rugby more firmly within the national consciousness. The ultimate goal is to ensure that when the 2031 Rugby World Cup arrives, it will be met with packed stadiums, robust television ratings, and a fan base eager to support both the host nation and the global rugby community. In summary, the record‑breaking attendance at the Baltimore test match not only provided an exhilarating showcase of elite rugby talent but also served as a tangible indicator that the sport is on the cusp of breaking into the American mainstream.
With continued exposure, strategic partnerships, and targeted development programs, the United States could emerge as a vibrant new market for rugby, setting the stage for a memorable and successful 2031 World Cup.