The final installment of the "Greatest Rivalry" test series between South Africa and New Zealand drew an unprecedented crowd to the NFL stadium that hosts the Baltimore Ravens, with 68,173 spectators filling the seats on Saturday. This massive turnout set a new benchmark for rugby union attendance in the United States and was deliberately positioned as a showcase to spark interest ahead of the 2031 Rugby World Cup, which will be staged on American soil. The sea of fans in the venue was dominated by the vibrant green of the Springboks, punctuated by the distinctive black of the All Blacks and a respectable number of neutral observers who had turned out simply for the spectacle. The atmosphere was electric, and the on‑field action lived up to the hype.
South Africa emerged victorious with a 43‑28 win, sealing the series 3‑1 and adding another chapter to the storied rivalry between the two Southern Hemisphere powerhouses. Rugby administrators have long been eager to crack the lucrative American sports market, a challenge that has proven difficult given the entrenched popularity of football, basketball, baseball and ice hockey. The sheer size of the crowd and the enthusiasm displayed by both the die‑hard supporters and the curious newcomers suggested that the sport may finally be gaining a foothold in the United States. The event also highlighted the potential of large‑capacity venues—traditionally used for American football—to host high‑profile rugby matches, a factor that could be pivotal when the 2031 World Cup is planned.
After the match, All Blacks captain Codie Taylor and Springboks leader Siya Kolisi both stressed the importance of giving American audiences more exposure to the sport. 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." He added that the United States already boasts a passionate fan base for its domestic 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." Kolisi echoed these sentiments, suggesting that the NFL could play a crucial role in expanding rugby's reach. He proposed that NFL franchises might consider adopting rugby as an offseason activity, investing in existing American clubs and even allowing players who are not receiving regular playing time to try their hand at the code.
"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. "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." 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 praised Erasmus for his leadership, noting that the coach's deep understanding of the squad and his ability to motivate players were central to the team's dominance. "We've got coach Rassie (Erasmus)," 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." Beyond the immediate excitement of the match, the event served as a tangible demonstration of how rugby can thrive in a market traditionally dominated by other sports. The use of a major NFL stadium not only provided ample seating but also offered a familiar setting for American fans, many of whom were accustomed to attending football games at the same venue.
This crossover appeal could be a key strategy for the 2031 World Cup organizers, who are already exploring partnerships with NFL teams, leveraging existing infrastructure, and planning extensive media campaigns to maximize exposure. The broadcast of the game on Sky Sports, with kick‑off times tailored for UK and Irish audiences, further underscored the global nature of the sport and its growing appeal across continents.
As the United States prepares for its inaugural Rugby World Cup, events like this test match will likely become more frequent, each one building on the momentum generated by the last. In summary, the record‑breaking attendance at the Baltimore test match highlighted a turning point for rugby in the United States. The enthusiastic response from fans, the strategic involvement of high‑profile players and coaches, and the forward‑looking suggestions from both captains point toward a bright future for the sport ahead of the 2031 World Cup.
If the collaborative efforts between rugby authorities, NFL franchises, broadcasters, and local clubs continue to evolve, the United States could soon become a vibrant new hub for international rugby, offering fans a fresh, physically demanding spectacle that complements the nation's existing sporting landscape.