On a crisp Saturday afternoon, nearly 70,000 spectators filled the home stadium of the NFL's Baltimore Ravens to witness the final instalment of the "Greatest Rivalry" rugby series 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 hockey. The sea of colour in the stands was dominated by the vivid green of South African supporters, punctuated by the iconic black jerseys of the All Blacks and a scattering of neutral fans eager to soak up the spectacle. The match itself lived up to the hype.
The Springboks displayed a blend of power, precision and tactical acumen that ultimately saw them triumph 43‑28, sealing a 3‑1 series win over their trans‑Tasman rivals. While the scoreboard reflected a decisive South African victory, the broader narrative was about more than just points.
It was a showcase of rugby’s potential to capture the imagination of an American audience that, until recently, had only a peripheral awareness of the game. Rugby’s governing bodies have long been intent on cracking the lucrative U.S.
sports market, recognizing that a successful bid to host the 2031 Rugby World Cup could be a catalyst for lasting growth. Saturday’s packed arena offered a tangible sign that the sport might finally be finding a foothold. The enthusiasm of the crowd, the roar after each try, and the visible engagement on social media all suggested that American fans are ready for more high‑profile rugby events. In the post‑match press conference, both captains—All Blacks skipper Codie Taylor and Springboks leader Siya Kolisi—emphasised the importance of providing U.S.
audiences with regular exposure to top‑level rugby. Taylor praised the hospitality and sporting spirit of the United States, noting, "America has some of the world’s most beloved sports, and its fans are passionate about everything they follow. Seeing that same energy directed toward rugby is incredibly encouraging." He added that the upcoming World Cup presents a unique opportunity to build on this momentum: "As we look toward 2031, the foundations we’re laying now will help create an unforgettable tournament for both players and fans." Kolisi echoed these sentiments and went a step further by proposing a partnership model that could accelerate rugby’s integration into the American sporting landscape. He suggested that NFL franchises might consider adopting rugby as an offseason activity, either by investing in existing clubs or by allowing their own athletes to experience the game during the football off‑season.
"If NFL owners become part‑owners of rugby clubs and give their players a chance to play, it could dramatically raise the sport’s profile," he said. "Americans love physical, high‑intensity sports, and rugby offers exactly that. The more exposure they get, the more they’ll fall in love with it." Kolisi also highlighted the need for sustained media coverage, pointing out that television exposure is crucial for building a fan base.
"If we can get rugby into prime‑time slots and onto streaming platforms, the sport will become part of the everyday conversation," he explained. "But it will require hard work, strategic partnerships, and a commitment from both the rugby community and existing American sports institutions." 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, saying, "Coach Rassie knows each of us personally and constantly reminds us of where we come from and why we play. His guidance has been instrumental in our dominance, and we play not just for ourselves but for every South African who dreams of seeing us succeed on the world stage." Beyond the immediate excitement, the event served as a practical rehearsal for the logistical challenges of hosting a Rugby World Cup in the United States.
Organisers observed how well the venue accommodated a rugby crowd, the effectiveness of security protocols, and the appetite for ancillary events such as fan zones and community outreach programs. These insights will be invaluable as the United States prepares to welcome teams and supporters from around the globe in 2031. The broader implication of this record‑breaking attendance is clear: rugby is no longer a niche sport confined to expatriate clubs and occasional exhibition matches in the U.S. It is emerging as a viable entertainment product capable of drawing massive live audiences.
With strategic investments, cross‑sport collaborations, and a concerted effort to amplify media coverage, the sport could experience exponential growth in the coming decade. As the Springboks lifted the series trophy and the All Blacks departed with heads held high, both teams left Baltimore with a shared belief that they had contributed to a pivotal moment in American rugby history. The enthusiastic response from fans, the media buzz, and the strategic discussions among leaders all point toward a promising future. If the momentum generated this weekend is nurtured, the 2031 Rugby World Cup could become a landmark event that not only showcases the best of the game but also cements rugby as a mainstay in the United States sporting calendar.
All matches from the series are available live on Sky Sports, with kickoff times listed for viewers in the United Kingdom and Ireland.