By Kevin Rademeyer, Sports Journalist.
The decision to stage the final Test of the Springboks versus All Blacks series in Baltimore has reignited a familiar argument at the heart of modern rugby. How far should the game travel in pursuit of growth and revenue, and at what cost to its traditions, players and core supporters.
The fourth and decisive match of the Greatest Rivalry series will be played at the 70,000 seat M& T Bank Stadium in September, marking another high profile step into the United States market. Administrators from both New Zealand Rugby and SA Rugby have framed the move as strategic, ambitious and essential as the sport builds towards the 2031 Rugby World Cup in North America.
Yet the announcement has been met with sharp criticism from sections of the rugby community, particularly in New Zealand, where concerns have been raised about overreach, player welfare and the erosion of one of the game’s most treasured narratives.
New Zealand journalist Gregor Paul described the decision as an “egregious money grab”, arguing that commercial priorities are beginning to outweigh rugby logic. “It has reached the point where it seems New Zealand Rugby believes that making money is the sole reason the All Blacks bother playing anyone,” Paul wrote, warning that the relentless push offshore risks alienating loyal supporters and compromising performance.
His criticism centres on the timing and location. The Baltimore Test comes immediately after a punishing three match stretch in South Africa, followed by an 18 hour journey to a city with limited rugby heritage. “This sells the genuine rugby fan short, compromises the physical well being of the players and disrupts the nostalgic narrative of a traditional tour,” Paul added.
What makes the decision more contentious is the range of alternatives that existed closer to rugby’s heartlands. South Africa alone has several venues eager for elite Test rugby. Durban, Gqeberha, Mbombela and Pretoria have all staged major internationals and would relish the chance to host the All Blacks in a marquee decider. London was another obvious option, with Twickenham previously earmarked and proven as a neutral venue capable of drawing vast expatriate crowds from both nations.
There were also more imaginative options on the table. The match could just as easily have been staged in Perth or Sydney as an appetiser for Rugby World Cup 2027, tapping into Australia’s growing appetite for showcase events. Even a one off at Eden Park would have added intrigue without diluting the rivalry. Looking ahead, future series could also explore the idea of moving a single Test into the opposition’s country, broadening reach while preserving the meaning and competitive integrity of a traditional tour.
Despite these concerns, the commercial upside is undeniable. New Zealand Rugby’s recent Tests in the United States have delivered record revenues, with the Chicago fixture against Ireland generating the highest Test match income since the 2017 Lions tour. The Baltimore match is expected to produce a similar financial return, shared between the two unions.
Interim NZR chief executive Steve Lancaster has been clear about the rationale. “The US is an important market for us and for rugby more broadly as we look ahead to Rugby World Cup 2031,” he said. “This will be another opportunity to show American sports fans the spectacle and excitement of rugby.”
SA Rugby chief executive Rian Oberholzer echoed that sentiment, stressing the value of taking the Springboks to new audiences. “Taking the Springboks to new territories is a key objective for South African rugby. 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.
There is no doubt that the Springboks versus All Blacks series remains the most compelling event in global rugby outside the World Cup itself. Its intensity, history and quality transcend borders, making it an attractive vehicle for expansion. Packed stadiums in Chicago and San Diego have shown that the American public can be drawn to the sport when the occasion is right.
However, the danger lies in overusing that appeal. The rivalry’s power is rooted in tradition, geography and continuity. Stretch it too far, too often, and the very essence that makes it marketable risks dilution.
For players, the schedule is becoming increasingly unforgiving. Long haul travel, compressed tours and constant commercial obligations place strain on bodies and preparation. For supporters, particularly those in South Africa and New Zealand, there is a growing sense of being asked to sacrifice access to the biggest matches in favour of distant audiences.
The Baltimore Test will almost certainly be a spectacle, financially successful and widely promoted as a milestone in rugby’s global push. Whether it proves a net gain for the game itself will depend on what follows. Growth need not come at the expense of heritage, and expansion is most sustainable when it complements, rather than replaces, rugby’s traditional strongholds. Rugby’s greatest rivalry deserves ambition. It also deserves balance.