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—filled the stadium of the NFL’s Baltimore Ravens, setting a new benchmark for the largest rugby international crowd ever recorded on American soil.
The sea of colour in the stands was dominated by the vivid green of South African supporters, interspersed with the iconic black of New Zealand fans and a sizeable contingent of neutral observers who had come to witness a classic encounter. The match itself lived up to its billing. The Springboks, displaying a blend of power, precision, and tactical acumen, emerged victorious with a 43‑28 scoreline, sealing a 3‑1 series win over their long‑standing rivals. Yet beyond the scoreboard, the event carried a deeper significance: it was a deliberate showcase aimed at whetting the appetite of an American audience for the sport ahead of the 2031 Rugby World Cup, which the United States is slated to host.
Rugby has long struggled to crack the lucrative and highly competitive American sports market, which is dominated by football, basketball, baseball and increasingly, soccer. The sheer size of the crowd, coupled with the enthusiastic response from fans—many of whom were hearing live rugby for the first time—suggests that the sport may finally be finding a foothold. The atmosphere was electric, with chants, drumbeats, and a palpable sense of curiosity that rippled through the venue. This enthusiasm was echoed in the post‑match comments of both team captains, who underscored the importance of giving U.S.
fans more exposure to high‑level rugby. All Blacks captain Codie Taylor reflected on the experience, 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 praised the American sporting culture for its passion and suggested that the momentum generated by the event could serve as a foundation for the 2031 World Cup. "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," Taylor added.
South African captain Siya Kolisi echoed a similar optimism. He highlighted the potential for cross‑sport collaboration, specifically mentioning the NFL as a possible partner. "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, emphasizing the need for sustained effort. He proposed that NFL franchises could invest in existing American rugby clubs, become part‑owners, and even allow surplus roster players to gain experience on the rugby field during the NFL offseason.
"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," he explained. Kolisi also pointed out the natural affinity Americans have for physical, high‑impact sports, suggesting that rugby’s blend of strategy, speed, and toughness could resonate deeply with U.S.
fans. Beyond the immediate reactions, the event 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 and cultural grounding, stating, "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 match extends into several strategic dimensions for rugby’s growth in the United States. First, the sheer scale of the audience demonstrates that there is a latent market ready to be tapped.
Second, the presence of two of the world’s most storied rugby nations provides a compelling narrative that can attract media attention, sponsorship, and broadcast deals. Third, the suggestion of NFL involvement opens a pathway for financial investment and cross‑promotion, potentially bringing rugby into stadiums during the football off‑season and introducing the sport to a broader fan base. Looking ahead, stakeholders are likely to focus on three key initiatives.
One is expanding grassroots programs in schools and colleges to develop a pipeline of home‑grown talent. Another is securing television and streaming partnerships that can deliver regular, high‑quality rugby content to American households, thereby normalizing the sport in the national consciousness. Finally, forging formal alliances with established American sports entities—particularly the NFL—could provide the infrastructure and capital needed to accelerate growth.
In conclusion, the record‑breaking attendance at the Baltimore test match serves as a powerful proof‑of‑concept that rugby can captivate an American audience when presented with the right spectacle and narrative. The enthusiastic response from fans, the positive remarks from team leaders, and the strategic insights offered by both captains point toward a promising future for the sport in the United States.
As the 2031 Rugby World Cup approaches, the momentum generated by events like this will be crucial in ensuring that the tournament enjoys robust local support, strong ticket sales, and a lasting legacy that extends beyond the competition itself. All games from the series are available live on Sky Sports, with kickoff times listed for UK and Ireland audiences.