How Much More the Springboks and All Blacks Will Make From Their Game in Baltimore
- One game in Baltimore could deliver a financial return that would have been difficult to achieve had the Springboks and All Blacks stayed in South Africa
- The eye-catching figure behind the US fixture reveals why the 4th Test became too lucrative for the rugby unions to ignore
- The Baltimore windfall comes as South African rugby continues looking for ways to grow revenue around its biggest sporting brand
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The Springboks and All Blacks will make millions more from one game in Baltimore than they would have made from the same fixture in South Africa. That huge financial difference helps explain why rugby’s biggest rivalry is being taken thousands of kilometres away for Saturday’s 4th Test, with the US venue offering a far bigger commercial opportunity.
The South African Rugby Union (SARU) and New Zealand Rugby (NZR) will each make about R90 million more from the Baltimore game than they would have if the Test had been played in South Africa.
According to Daily Maverick, the figure comes from several sources familiar with the deal. The report says the first three Tests generated between R60 million and R80 million each, while Baltimore carries a significantly larger commercial return.
The unions have not yet published the actual figures in their 2026 financial statements, so the R90 million should be treated as a reported estimate.
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Why Baltimore can generate more money
The extra income is not simply about ticket sales. The Baltimore package includes a fee from World Rugby as it seeks to grow the American market ahead of the 2031 Rugby World Cup. World Rugby has committed to investing £200 million in the US before the tournament.
The 71,000-capacity M&T Bank Stadium also gives the fixture access to a major US sporting market.
Saru has financial pressure
The money arrives at an important time for South African rugby. SARU’s 2025 financial results showed a net loss of about R32.3 million, while liabilities exceeded assets at both group and union level, according to reporting on the annual results.
SARU has also been trying to increase sponsorship and commercial income around the Springbok brand.
Rian Oberholzer previously said taking the Springboks into new territories was a key objective.
“The opportunity to do so in a ground-breaking match against our fiercest rivals was a major determinant in where the fourth Test would be played,” he said.
The Baltimore fixture takes place on Saturday, 12 September 2026, with South Africa leading the four-Test series 2-1.
The financial payoff, therefore, extends beyond one match. The unions are also using one of rugby’s biggest rivalries to build commercial exposure in the US before the 2031 World Cup.
Springboks and All Blacks face another World Cup twist
Briefly News previously reported that the Springboks and All Blacks could be on course for another major showdown at the 2027 Rugby World Cup. The tournament draw has created a potential quarter-final clash that could send one of the heavyweights home before the semi-finals.
The prospect has already sparked debate among former Springboks, with Nick Mallett describing the situation as “scandalous” as attention turns to the knockout pathway.
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Source: Briefly News
