The final instalment of the "Greatest Rivalry" 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 turnout of American fans. Almost 70,000 spectators – exactly 68,173 – packed the home stadium of the NFL’s Baltimore Ravens, creating the largest ever audience for a rugby union international on United States soil.
The sea of colour in the stands was dominated by the vivid green of the Springboks, punctuated by the black of the All Blacks and a scattering of neutral fans who had come simply to witness a world‑class contest. The match itself lived up to the hype. South Africa’s Springboks out‑scored New Zealand’s All Blacks 43‑28, sealing a 3‑1 series win and adding another chapter to a rivalry that spans decades.
Beyond the scoreline, however, the event carried a deeper purpose: it was deliberately staged as a showcase to whet the appetite of an American audience for the 2031 Rugby World Cup, which the United States has been awarded to host. Rugby administrators have long chased the dream of breaking into the lucrative U.S.
sports market, a landscape traditionally dominated by football, basketball, baseball and hockey. The sheer size and enthusiasm of the Baltimore crowd suggested that the sport may finally be finding a foothold. After the final whistle, both captains – All Blacks skipper Codie Taylor and Springboks leader Siya Kolisi – agreed that exposing more Americans to high‑quality rugby is essential for building momentum toward the 2031 tournament.
Taylor praised the hospitality and enthusiasm of the American fans, 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." He added that the United States already boasts a passionate fan base for many sports, and that rugby could benefit from that same fervour. "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 this optimism, but he also looked toward concrete steps that could accelerate rugby’s growth.
He suggested that NFL franchises might consider adopting rugby as an offseason activity, either by investing in existing American clubs or by allowing fringe NFL players to try their hand at the sport. "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." The match also marked a personal milestone for Springboks head coach Rassie Erasmus, who oversaw his 100th test in charge of the team. Kolisi singled out Erasmus as a key factor behind the Springboks’ dominance, 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 spectacle, the event offers several lessons for the broader strategy of growing rugby in the United States. First, the sheer scale of the crowd demonstrates that when a marquee match is presented in a high‑profile venue, American fans will turn out in large numbers.
Second, the presence of both South African and New Zealand supporters illustrates the global nature of the sport and the potential for diaspora communities to act as ambassadors. Third, the captains’ comments highlight the importance of media exposure; broadcasting more matches on mainstream platforms could convert casual observers into dedicated fans.
Looking ahead to 2031, organizers are already contemplating how to replicate and expand on this success. Possibilities include scheduling additional test matches in major NFL stadiums, creating a domestic club competition that aligns with the NFL offseason, and leveraging the popularity of college sports to introduce rugby at the university level. Partnerships with existing American football teams could provide financial backing, shared facilities, and cross‑promotional opportunities, while also offering athletes a new avenue to stay in shape during the football offseason.
In summary, the record‑breaking attendance at the Springboks‑All Blacks test in Baltimore serves as a powerful proof‑of‑concept for rugby’s future in the United States. The thrilling on‑field action, combined with the enthusiastic response from fans and the forward‑looking remarks from team leaders, suggests that the sport is poised to make significant strides before the 2031 Rugby World Cup arrives. With strategic investment, increased television coverage, and continued collaboration with American sports institutions, rugby could well become a staple of the U.S.
sporting landscape in the years to come. All games are broadcast live on Sky Sports; kick‑off times are listed for the UK and Ireland.