On a crisp Saturday evening at the home of the NFL's Baltimore Ravens, nearly 70,000 spectators gathered to witness what was billed as the final "Greatest Rivalry" test match between South Africa and New Zealand. The attendance figure—68,173—set a new benchmark for any rugby international played on American soil, underscoring the growing curiosity about the sport in a nation traditionally dominated by football, baseball, basketball and ice hockey. The sea of colour in the stands was dominated by the vivid green of the Springboks supporters, interspersed with the iconic black of the All Blacks and a scattering of neutral fans who had come simply to experience the spectacle.
The match itself lived up to the hype. The Springboks unleashed a high‑octane performance, ultimately prevailing 43‑28 and sealing a 3‑1 series triumph. The game was a roller‑coaster of momentum shifts, dazzling off‑loads, and bone‑crunching tackles that kept the crowd on the edge of their seats from the first whistle to the final siren. For many in the audience, it was likely their first exposure to rugby at such an elite level, and the excitement was palpable.
Rugby administrators have long been courting the United States as a potential new frontier for the sport, attracted by the market’s size and its appetite for high‑energy competition. The success of this event suggests that the sport may finally be finding a foothold. Both captains—All Blacks' Codie Taylor and Springboks' Siya Kolisi—used the post‑match press conference to stress the importance of giving American fans more opportunities to watch live rugby, especially with the 2031 Rugby World Cup slated to be hosted on U.S. soil.
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." Kolisi echoed these sentiments and went a step further, proposing that NFL franchises could become partners in the sport’s growth. He suggested that offseason involvement—whether through financial investment, shared facilities, or allowing fringe NFL players to try rugby—could accelerate the game’s visibility and popularity.
"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. "If NFL teams buy into rugby and become part‑owners of rugby clubs, and if some of their players who don’t get to play often get a chance to play rugby, I think that would help the game a lot. Also, it’s a game that Americans would actually enjoy.
They love physical sports. So the more teams that come and play here, the more people are invested in the rugby teams." Beyond the immediate excitement, the match marked a personal milestone for Springboks head coach Rassie Erasmus, who celebrated his 100th test in charge. Kolisi highlighted Erasmus’s influence, 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 provides a tangible proof point for World Rugby that the United States can host a major tournament with strong local interest.
The 2031 Rugby World Cup will require not only world‑class stadiums but also a fan base that fills them. The Baltimore crowd demonstrates that, when given a marquee matchup, American sports fans will turn out in droves. Looking ahead, several pathways could be pursued to sustain and amplify this momentum. First, scheduling more high‑profile test matches in NFL or MLB venues during the summer months could attract fans who are accustomed to large‑scale, outdoor spectacles.
Second, leveraging streaming platforms and traditional broadcasters to increase the accessibility of live rugby content will be essential; Kolisi’s call for more television exposure reflects a broader need for consistent, high‑quality coverage. Third, grassroots initiatives—such as youth clinics, university leagues, and community outreach programs—can convert casual observers into lifelong participants and supporters.
The partnership model suggested by Kolisi, involving NFL teams, could also serve as a catalyst. NFL franchises possess extensive marketing resources, state‑of‑the‑art training facilities, and a massive fan network. By aligning with rugby clubs, they could provide cross‑promotion opportunities, shared stadium usage during the NFL off‑season, and even player exchange programs that showcase the athletic versatility required in both sports. In conclusion, the record‑setting attendance at the Springboks‑All Blacks test in Baltimore was more than a statistical footnote; it was a clear signal that American audiences are ready to embrace rugby when presented with compelling, high‑quality product.
The enthusiastic response from both players and fans bodes well for the 2031 World Cup and suggests that, with strategic investment, partnership, and media exposure, rugby could become a permanent fixture in the United States sporting landscape. All eyes will now turn to the next series of matches, developmental programs, and promotional efforts that will determine whether this momentous night in Baltimore is the beginning of a lasting rugby renaissance in America.