The hosting of the match between the Springboks and the All Blacks in Baltimore, USA, is driven not only by the desire to present the greatest rivalry to a new audience but also by a number of strategic, political, and financial factors.
Rivalry in Rugby
Over the last 125 years, the Springboks and All Blacks have played each other in diverse locations and circumstances, but the fourth match of this great confrontation in Baltimore, USA, appears particularly unusual. Rugby fans from Christchurch to Cape Town are questioning the choice of Baltimore.
The answer lies in the financial and strategic aspects. Holding the event in US dollars will ensure a significant influx of funds for both South Africa and New Zealand ahead of the financially challenging year of 2027. It is projected that the match in Baltimore will bring SA Rugby and New Zealand Rugby an additional $4 to $6 million compared to what would have been earned if the game were held in South Africa.
Furthermore, World Rugby is providing SA Rugby and New Zealand Rugby with an undisclosed bonus for hosting one of the largest international rugby events in the United States.
Political Motivation and Expansion
The political underpinning of the battle in Baltimore is linked to World Rugby's continuous efforts to awaken what the organization considers a sleeping giant. Expanding rugby into new regions is one of the main goals of the global governing body, which has strived to enter New World markets for generations.
Although rugby has existed in the US almost as long as it has in South Africa and New Zealand, dating back to the 1860s, it has only just begun to develop in America. In May 2022, World Rugby made a bold decision by awarding the 2031 Men's World Cup and the 2033 Women's tournament to the USA. With these tournaments approaching, there is pressure to prevent the sport from being met with empty stadiums and indifference in America.
Therefore, there is encouragement for top-tier teams to travel to the US with their best players to introduce American sports fans to elite international rugby. In the recent past, New Zealand and Ireland have played matches in Chicago, and the Springboks played Wales in Washington in 2018; last year, England also played against the USA Eagles.
World Rugby CEO Alan Gilpin stated that 'bringing top-class rugby to key US cities is central to the market development strategy ahead of the World Cups in the US.' He added that 'few rivalries are as great as New Zealand versus South Africa, and the opportunity to showcase the best of our sport in Baltimore is aimed at inspiring more sports fans in the US to love rugby.'
Attractiveness of Baltimore
The choice of Baltimore may also indicate the city's ambitions as a potential host center for the 2031 World Cup. Marco Massotti, owner of the New York Sharks, believes that Baltimore's location makes it an attractive option. Twenty-seven cities applied to host matches for the 2031 World Cup.
Massotti noted that 'Baltimore is located roughly midway between Washington and New York on the East Coast and is close to both, making it a much more accessible location for European fans than West Coast cities.' He also mentioned that for South Africans, New York is seven hours away from London, and a direct flight from Johannesburg to Washington takes about 18 hours.
In Massotti's opinion, the NFL schedule also influenced the process. The American football season started in early September, but the Baltimore Ravens did not have a home game on September 12, which allowed M&T Bank Stadium to be available for this rugby blockbuster. The stadium also has another advantage for players: it is one of the few NFL venues with natural grass, meaning neither the Springboks nor the All Blacks will face controversial synthetic pitches found at some American football stadiums.
Financial and Branding Aspects
SA Rugby CEO Rian Oberholzer stated that the opportunity to play in the US arose through a promoter. He explained that this made sense because World Rugby agreed to expand the sport in America as part of its mandate. He also emphasized the timeliness of the moment for the team to tour America.
Oberholzer added that sponsor Nike sees the importance of establishing a brand there, as the Springboks are the only Nike-sponsored team, necessitating the development of these relationships. International sponsor Coca-Cola is also interested in the team penetrating the US market.
According to Oberholzer, the match could also help strengthen the Springboks' fan base ahead of the 2031 World Cup. There is already a significant community of South African expats living in the US, estimated at 150,000–180,000 people, but SA Rugby aims for the Springboks to be known not only among expats but also among the majority of American rugby supporters.
This is where strategic and financial motives intersect. The match in Baltimore will take place a year before the World Cup in Australia, and World Cup years have historically been financially challenging for SA Rugby. In 2027, South Africa will only hold three home matches before traveling to Australia to defend the Webb Ellis Cup. This means only three opportunities to generate substantial income from ticket sales, hospitality, sponsorship, and broadcasting rights.
Oberholzer does not hide the importance of maximizing revenue in the current year. He stated that 'this game has always been about finding an option where we could achieve maximum financial benefit.' He stressed that maintaining financial stability is crucial for SA Rugby, which requires expanding the brand beyond South Africa. While support in London is important, the US represents a vital growth market ahead of 2031.
He acknowledged the difficulties facing everyone in the 2027 World Cup year, noting that only three international matches in South Africa affect sponsorship and broadcasting rights. Therefore, they need to earn as much as possible in the 2026 season and in this series to have some buffer before 2027 with New Zealand.
There was one final question: would moving one of the great rugby rivalries to a neutral venue in a non-rugby hub country diminish the intensity of the event? Oberholzer does not believe this will happen. He is confident that 'I do not foresee this being perceived as a festival match when they play in Baltimore.' He is also convinced that there will never be a match between the Springboks and the All Blacks that is not intense and decisive.