Springboks vs All Blacks match in Baltimore brings significant financial benefit to SA Rugby

The Springboks and All Blacks will receive an additional approximately $8 million (equivalent to R129.5 million) if the decisive series match is held in the United States, compared to what they would earn if the game took place in South Africa.

This financial bonus has turned the confrontation in Baltimore at M&T Bank Stadium into a landmark experiment for international rugby and could potentially serve as a model for hosting major sporting events in the profitable American market.

The fourth and final match of the series, dubbed the 'Money Game,' is expected to be fully attended by approximately 70,000 spectators, with an average ticket price of about $200 (R3,200), at the home arena of the NFL's Baltimore Ravens.

South Africa leads the series 2-1 after three intense matches and will defend its advantage against the All Blacks in what is one of the biggest rugby events ever held in the United States.

Financial Goal for Both Federations

However, for both sports federations, the match in Baltimore is significant not only for determining the series winner but also for achieving financial goals. The head of the executive council of the South African Rugby Union, Rian Oberholzer, stated that 'this game has always been linked to finding an option that would allow us to achieve maximum financial benefit.'

He added that it is crucial for SA Rugby to work on financial stability, and to do this, they need to expand the brand beyond South Africa.

World Rugby Executive Director Alan Gilpin asserts that the economic performance of the match held on Saturday proves that finances are not a barrier to taking major rugby matches abroad. Gilpin told the British newspaper Daily Telegraph that 'from an economics point of view, the day's match (South Africa versus New Zealand) is like a Six Nations match.'

He noted that 'the return on investment is no longer a barrier, so if there is a desire to host some of these major matches in the US in the future, we can do it.'

Gilpin suggested that Saturday's match could become a regular event leading up to the 2031 Rugby World Cup, which the United States will host, and also raised the possibility of holding a Six Nations match across the Atlantic. One example he believes could be commercially successful is the meeting between Italy and Ireland in Boston or New York, where both countries have large diasporas.

Lack of Home Crowd Support

The Baltimore experiment takes place as rugby seeks to strengthen its position in the world's largest sports market. The United States will host the men's Rugby World Cup in 2031, and the women's tournament in 2033.

The All Blacks have previously participated in several one-off matches in the US, including a memorable encounter with Ireland in Chicago at Soldier Field in 2016. The Springboks have made only three trips to the US since 1981, the last being in Washington in 2018 when they played Wales.

However, Saturday's match is different because it is the first time a match in the US has been part of a full series between two global rugby giants. Although the commercial stakes may be unprecedented, neither team believes that playing on neutral territory will affect the outcome. Springboks coach Rassie Erasmus stated that 'neutral ground still accounts for 70 to 100 meters.'

He added that the only significant difference will be the lack of fan support for both teams. Thus, on Saturday, a financial experiment and a rugby match will take place simultaneously: the Springboks defend their series lead, the All Blacks fight to level the rivalry, and both federations test what revenue the biggest rugby events can bring to American soil.

South Africa and New Zealand plan to host a world-class match at M&T Bank Stadium in Baltimore, USA, as part of ambitious efforts to promote rugby globally.

After three intense Test matches, the two sporting powers will meet in Baltimore to demonstrate the game's potential on American soil. The choice of this location is a strategic move, as the contest between the Springboks and All Blacks serves as a vivid showcase for rugby.

The financial motives of this project are clear: bringing global rugby giants to an untapped market opens up huge commercial opportunities, even if the local audience is largely unfamiliar with the sport.

A large turnout of fans is expected at M&T Bank Stadium, mainly from South African expats wishing to experience the 'taste of home.' Considering that about 133,000 South Africans live in the US, a significant portion of them will aim to watch the game live, as rugby is deeply ingrained in their culture.

With a stadium capacity of just over 70,000 people, fully packed stands filled with loud supporters from South Africa and New Zealand are quite achievable.

However, the true test of this American experiment depends on the viewership outside the stadium. The main opportunity lies in global television and streaming broadcasts, where the potential audience is growing exponentially.

To attract these viewers, the match will be broadcast on Paramount+ in the US and free worldwide via RugbyPass TV from World Rugby. This creates an opportunity for curious NFL fans to get acquainted with the game. Although both sports feature a recognizable oval ball and hard collisions, the question remains whether American sports fans will be interested in exploring the rest.

The Springboks team defeated the All Blacks with a score of 29–24 on Saturday at FNB Stadium in Soweto, securing a triumph in the greatest rugby rivalry. Despite a slow start, the world champions managed to increase the pace thanks to their physical strength and dominance during the scrum play. The team's attack was energized by the entry of Mani Leibobok after Cheslin Kolbe's early injury.

This match became a brilliant first victory over New Zealand at this arena and allowed South Africa to take the lead in the series with a score of 2–1. IOL Sport assessed the performance of the winning Springboks team.

The Greatest Rugby Rivalry

Kurt-Lee Arendse (7/10) stood out in the starting fifteen-meter line-up, looking dangerous every time he received the ball in attack, successfully overcoming the defense in several instances and scoring a good touchdown. Jesse Kriel (6) made a couple of noticeable missed tackles that harmed the Boks, and also made a passing error without a defender in front of him, but partially compensated for this with a good solo touchdown.

Damian de Allende (7) set up Arendse's touchdown, demonstrating a brilliant hip maneuver to bypass his opponent, and showed himself as a powerful player in defense. Winger Ethan Hooker (8.5) delivered another outstanding performance, covering almost every meter of the field; his youthful play was characterized by excellent bursts and strong defense.

Sasha Feinberg-Mngomezulu (6) converted several excellent kicks at the posts, including a difficult penalty in variable wind conditions, although he could not fully assert his influence in attack, but played well in defense. Kobus Reinah (5) did not have his best day at the scrum and in the ball contest for the Boks, making several errors that could have changed the course of the game, and his kicks did not yield the desired results.

Jasper Wiese (7) was a player the Boks relied on for forward momentum, even when stationary. He made several heavy breakthroughs and controlled the ball well, leading to a penalty touchdown at the scrum. Pieter-Steph du Toit (7), clearly upset after an early tackle, demonstrated incredible aggression in contact since then, ignoring his own condition or opponents.

Siyabonga Kolisi (7), despite an injury in the first half, continued to play, showing immense strength in breaks and defense. Ruan Nortje (5.5) was reliable in the lineouts, but less noticeable in breaks and defensive actions; he needs to add more physical strength in matches. Eben Etzebeth (5.5) did not show sufficient effectiveness in terms of physical struggle, especially tackling, being knocked down by an All Blacks defender, but remained strong when possessing the ball.

Wilko Louw (7.5) proved to be a force to be reckoned with at the scrums, winning the first penalty for the Boks, after which the team began to dominate the play. He also made several decisive tackles. Malcolm Marx (8) made a major turnover in the second half in the ball contest, allowing for an attacking lineout, and was reliable in lineout throws, which contributed to good rolling mauls from which he scored one.

Ox Nche (7.5) transformed from the left flanker position, preventing Louw from completely dominating the attack, and completely suppressed the All Blacks scrum.

Substitutions

Deon Fourie (6) immediately impacted the ball contest, slowing down the guests' game, and was also strong in defense. Gerhard Steenkamp (6) came onto the field and added more impetus to the front line. Thomas du Toit (6) won several good penalties in the second half and supported the scrum dominance along with other substitutes. Lud de Jager (5) brought necessary physical strength while the Boks were finishing the game.

Andre Esterhuizen (6) broke through two defenders as a hybrid player. Cameron Hanekom (7) brought real physical power with his bursts and tackles, helping the team maintain the tempo. Morne van den Berg (7.5) made a small error in the lineout, but his speed, tenacity in tackling, and attacking instinct played a significant role. Mani Leibbok (8) changed the course of the game by coming on as a playmaker; he gave the team pace and executed an extraordinary pass that allowed the team to remain constantly on the attack.