South Africa vs New Zealand is rugby’s ‘money game’. Why is it being played in the U.S?
The New York Times • • sports
Key Points:
- The final Test of South Africa vs New Zealand rugby series, dubbed the "money game," will be played in Baltimore to capitalize on commercial opportunities, potentially generating up to $8 million shared equally by the two unions.
- The match aims to grow rugby’s presence in the United States ahead of the 2031 World Cup, leveraging American sponsors and appealing to U.S. sports fans with a grand narrative branding the rivalry as "Rugby’s Greatest Rivalry."
- South Africa and New Zealand, with a century-long historic rivalry, are using this series to monetize their brand internationally while World Rugby invests £200 million to develop the U.S. market for long-term growth.
- Despite the commercial focus, both teams emphasize the competitive seriousness of the match, with full-strength squads selected to maintain the rivalry’s integrity and sporting value.
- The success of this venture could set a precedent for international rugby to expand its audience and revenue streams, but failure risks relegating the Baltimore Test to a one-time financial event without lasting cultural impact.
