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The decision to stage a high-stakes rugby Test between the Springboks and the All Blacks in Baltimore, Maryland, represents a major commercial pivot for the sport, driven by financial necessity and global expansion strategies ahead of the 2031 Men’s Rugby World Cup, according to industry sources.
Financial Drivers Behind the Baltimore Test
According to several sources, the South African Rugby Union (Saru) and New Zealand Rugby (NZR) will each generate approximately R90-million more from the Baltimore fixture than they would have earned by hosting the match in South Africa. By comparison, each of the first three Tests in the series earned between R60-million and R80-million. World Rugby provided an inflated income fee to incentivize teams to play matches in the United States ahead of the 2031 tournament. Saru and NZR engaged multiple marketing firms, ultimately securing the Baltimore deal through the Australian-based agency TEG.
Post-Covid Restructuring and Balance-Sheet Recovery
The move to resume full tours after 30 years is also a matter of self-preservation following the Covid-19 pandemic, which severely depleted the cash reserves of both unions and dismantled Super Rugby. NZR unilaterally decided to quit Super Rugby on 17 July 2020 to form a new competition excluding South Africa, following recommendations from its Aratipu report. Although this decision strained relations, the unions subsequently collaborated to maximize the commercial value of their brands. Saru reported total group revenue of roughly R2.02-billion in 2025, offset by operating expenses of about R2.2-billion, resulting in a net loss of approximately R33-million after tax credits. This overseas tour is expected to balance the books, mirroring the financial boost seen in the Australian Rugby Union, which reached Aus$146.8-million in matchday earnings due to the British & Irish Lions tour.
Did you know? The Springboks have only played in the United States twice this millennium, making the Baltimore fixture a rare opportunity to engage an untapped broadcast market.
World Rugby Strategy and Market Expansion
World Rugby is investing £200-million in the United States market through a six-year strategy launched in May 2026 to support preparations for the 2031 Men’s Rugby World Cup. Baltimore is among 27 cities under consideration to host matches during that tournament. While alternative neutral venues such as London and Ireland were considered, those markets are already saturated with South African and New Zealand audiences. Taking the fixture to the United States allows both governing bodies to capture new fan data and test logistical frameworks ahead of 2031, despite incurring additional player-welfare costs.
Frequently Asked Questions
Why are the Springboks and All Blacks playing in Baltimore?
According to sources, the match is driven by commercial gains, offering each union roughly R90-million more than a home Test, alongside World Rugby incentives for playing in the US prior to the 2031 World Cup.
How much revenue did Saru generate ahead of this tour?
Saru recorded a total group revenue of approximately R2.02-billion in 2025 against operating expenses of R2.2-billion, leading to a net loss of roughly R33-million before securing the financial boost from the current tour.
Have the Springboks played in the US frequently?
According to Saru CEO Rian Oberholzer, the Springboks have played in the United States only twice this millennium.
Explore more rugby news and financial analyses on our rugby insights page, or check out official tournament updates via World Rugby.
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