The Rugby's Greatest Rivalry series between South Africa and New Zealand has become a crucial event for both countries, providing a much-needed financial boost and a chance to showcase their rugby prowess. The series, which was established by SA Rugby and NZ Rugby, has become a quadrennial event that generates substantial revenue and mobilizes huge supporter bases. The 2026 series was a resounding success, with SA Rugby earning around R200 million from ticket sales alone.
The financial returns from the series are significant, but they tell only part of the story. The 71,000 crowd at M&T Bank Stadium in Baltimore was believed to have been more than 80% South African expatriates, creating an extraordinary sea of green and gold thousands of kilometres from home. The images told their own story — from the Springboks' 2am arrival to the vuvuzelas, braais and celebrations that continued long after the final whistle. This demonstrated that the Springboks can take their own version of home advantage with them.
SA Rugby chief executive Rian Oberholzer has made it clear that World Rugby must take its flagship tournament to the markets where it can generate the most money. He stated that the World Cup is the only revenue stream for World Rugby, and it must fund the whole rugby ecosystem. Oberholzer has also been blunt about South Africa and New Zealand's commercial disadvantage, citing that they cannot compete with Europe or the Middle East in terms of generating revenue.
The upcoming World Cup calendar underlines Oberholzer's point, with Australia hosting the 2027 tournament, the roadshow moving to the United States in 2031, and the 2035 event attracting bids from Spain, Italy, Japan, and the Middle East. For South Africa and New Zealand, the Rugby's Greatest Rivalry series represents an opportunity to create their own mega-event rather than wait for a World Cup that may never return to their shores.
The series also provides a chance for SA Rugby to deepen its relationship with a market that will host the 2031 World Cup. Two of the Springboks' major sponsors, Coca-Cola and Nike, are based in the United States, and the match allowed SA Rugby to showcase its commercial possibilities. Some of the most valuable returns cannot be reduced to a balance sheet, as social media was flooded with images of South Africans enjoying the extraordinary spectacle of a Springbok Test in America.
The challenge now is to keep growing the "Braai Army" in America into a genuine travelling support base. If SA Rugby can turn this into a consistent phenomenon, then by the time the 2031 World Cup arrives in the United States, the Springboks may have something approaching home advantage after all. This may not be Ellis Park in 1995, but it may be the next best thing.
The legacy of Rugby's Greatest Rivalry is that South Africa and New Zealand may have lost the realistic prospect of hosting the World Cup, but they have found a way to build something that can come close. The series has become an essential part of the rugby calendar, providing a unique spectacle that brings together two of the sport's greatest rivals. As the series continues to grow, it will be interesting to see how it evolves and what new opportunities it brings for SA Rugby and NZ Rugby.
Key points
- The Rugby's Greatest Rivalry series has become a crucial financial alternative to hosting the Rugby World Cup for South Africa and New Zealand.
- The series provides an opportunity for SA Rugby to deepen its relationship with a market that will host the 2031 World Cup.
- The "Braai Army" in America has the potential to become a genuine travelling support base for the Springboks.
