The final installment of the "Greatest Rivalry" rugby test series between South Africa and New Zealand took place on a Saturday that will be remembered not only for the on‑field drama but also for the historic attendance it attracted. Almost 70,000 spectators—68,173 to be exact—packed the home of the NFL's Baltimore Ravens, setting a new benchmark for the largest rugby‑union crowd ever recorded on American soil. The sea of colour in the stands was dominated by the vibrant green of South African supporters, punctuated by the sleek black of New Zealand fans and a sizeable contingent of neutral observers who had come to witness a classic clash. The match itself lived up to its billing.
The Springboks, led by captain Siya Kolisi, outscored the All Blacks 43‑28, sealing a 3‑1 series win and adding another chapter to a rivalry that has spanned decades. Yet beyond the scoreboard, the event carried a strategic purpose: it was designed to whet the appetite of an American audience for the 2031 Rugby World Cup, which the United States will host. Rugby officials have long struggled to carve out a niche in the United States, a market dominated by football, baseball, basketball and hockey. The sheer size and enthusiasm of the crowd suggested that the sport might finally be finding a foothold.
After the final whistle, both captains addressed the media, underscoring the importance of giving U.S. fans more exposure to high‑level rugby. All Blacks skipper Codie Taylor praised the hospitality and the evident enthusiasm of the American crowd. "It’s great to come over here and see what America has to offer," Taylor said.
"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 U.S. 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 rugby’s growth in the United States. He suggested that NFL franchises might consider adopting rugby as an off‑season activity, potentially investing in existing American clubs or 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," Kolisi said.
"But it needs a lot of hard work, obviously. If 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 are allowed to 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 celebrated his 100th test in charge of the Springboks. Kolisi paid tribute to Erasmus, noting how the coach’s deep understanding of the squad and his ability to motivate players have been central to South Africa’s dominance. "We’ve got coach Rassie," 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." The event was broadcast live on Sky Sports, with kickoff times listed for the UK and Ireland, ensuring that the excitement reached a global audience. For American viewers, the match was a rare opportunity to watch two of the world’s elite rugby nations compete in a stadium more commonly associated with American football.
The presence of a near‑70,000‑strong crowd demonstrated that there is a market for rugby in the United States, especially when the sport is presented in a venue that American fans recognize and respect. Looking ahead to 2031, the United States faces a formidable task: turning this moment of curiosity into sustained interest.
Experts suggest that a multi‑pronged approach will be necessary. First, increased television coverage on mainstream networks could expose casual sports fans to the speed, skill, and physicality of rugby. Second, grassroots programs in schools and colleges would help develop a pipeline of home‑grown talent, making the sport feel more local.
Third, partnerships with established American sports franchises—particularly those in the NFL, which shares a similar physical ethos—could bring financial investment and marketing expertise to the fledgling rugby market. In addition, the success of the Baltimore test could inspire other cities to host marquee rugby events. Stadiums that are typically idle during the NFL off‑season could be repurposed for rugby matches, creating a symbiotic relationship between the two sports. Such collaborations could also involve cross‑promotion, where NFL ticket holders receive discounted rugby tickets and vice versa, encouraging fans to sample both codes of football.
The legacy of this historic test match will likely be measured by the ripple effects it creates over the next decade. If the enthusiasm captured on that Saturday night translates into higher television ratings, increased ticket sales for future matches, and a surge in youth participation, the United States could emerge as a credible host for the 2031 Rugby World Cup. For now, the record crowd stands as a powerful signal that American fans are ready to embrace rugby—provided the sport continues to make strategic, visible, and engaging moves in the years to come.