The final installment of the "Greatest Rivalry" Test series between South Africa and New Zealand turned into a historic moment for American rugby on Saturday, as nearly 70,000 spectators filled the Baltimore Ravens’ M&T Bank Stadium. The attendance figure—68,173—set a new benchmark for any rugby international played on U.S.
soil, underscoring a growing curiosity for the sport ahead of the 2031 Rugby World Cup, which the United States has been awarded the hosting rights for. From the opening kickoff, the atmosphere was electric. The sea of colour in the stands was dominated by the deep green of the Springboks, interspersed with the iconic black of the All Blacks and a respectable contingent of neutral fans who had turned up simply to witness a world‑class contest.
The match itself lived up to the hype, delivering a high‑scoring, fast‑paced spectacle that saw the South Africans emerge victorious by a 43‑28 margin, clinching the series 3‑1. Rugby administrators have long been attempting to crack the lucrative American sports market, which is traditionally dominated by the NFL, NBA, MLB, and NHL.
The sheer size of the crowd, combined with the enthusiastic response from fans who cheered, sang, and even attempted the haka, suggests that the sport may finally be finding a foothold. The event also demonstrated the logistical capability of U.S. venues to host large‑scale rugby matches, a factor that will be crucial when the 2031 World Cup arrives. After the final whistle, both captains used the platform to stress the importance of exposure for the sport in the United States.
All Blacks skipper Codie Taylor praised the American audience, 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 passion Americans show for their own sports could translate into a fervent following for rugby if given the chance, especially as the nation prepares for the 2031 tournament.
South Africa’s captain, Siya Kolisi, echoed similar sentiments and went a step further by proposing a concrete partnership model with the NFL. He suggested that NFL franchises could adopt rugby as an offseason activity, invest in existing American clubs, and even allow roster players who are not getting regular playing time to try their hand at the game.
"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. "If NFL teams buy into rugby and become part‑owners of rugby clubs, it would help the game a lot.
Americans love physical sports, so the more teams that get involved, the more the public will invest emotionally and financially." Kolisi’s vision aligns with a broader strategic push by World Rugby to integrate the sport into the American sporting ecosystem. By leveraging the NFL’s massive fan base, media contracts, and stadium infrastructure, rugby could benefit from cross‑promotion, shared marketing resources, and a pipeline of athletes accustomed to high‑impact, contact‑heavy competition.
The idea of NFL teams taking minority stakes in Major League Rugby (MLR) franchises is already being discussed behind closed doors, and Saturday’s event provided a vivid demonstration of the potential fan appetite. 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 his mentor, saying, "Coach Rassie 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 on‑field drama, the event highlighted several logistical successes that bode well for the upcoming World Cup.
The stadium’s modern amenities accommodated a rugby‑specific pitch layout without compromising sightlines for spectators. Moreover, the broadcast partnership with Sky Sports ensured that fans in the UK and Ireland could watch the match live, further expanding the global reach of the event. Looking ahead, the implications of this record crowd are significant.
First, it provides concrete data for sponsors and broadcasters that there is a viable market for rugby in the United States, which could translate into higher advertising revenues and more lucrative TV deals. Second, it offers a blueprint for how future World Cup matches might be staged in large American venues, ranging from NFL stadiums to college football arenas, each capable of seating tens of thousands of fans. Finally, the cultural exchange evident in the crowd’s reaction—cheering the haka, chanting South African and New Zealand anthems, and embracing the sport’s traditions—suggests that rugby’s values of respect, camaraderie, and physical excellence resonate with American audiences.
If the momentum generated by this historic test can be sustained through targeted grassroots programs, school‑level competitions, and strategic partnerships with existing American sports entities, the United States could emerge as a vibrant new hub for rugby worldwide. In summary, the Springboks‑All Blacks showdown in Baltimore was more than a thrilling contest; it was a proof‑of‑concept for rugby’s future in America. With a record‑breaking crowd, enthusiastic player leadership, and a clear vision for cross‑sport collaboration, the stage is set for the United States to host a memorable and successful 2031 Rugby World Cup.