Despite drawing record crowds in Baltimore and sitting atop the world rankings, the Springboks remain largely unknown to the average American sports fan. That's the blunt assessment from Roc Nation Sports International's Michael Yormark, who argues the All Blacks are the only rugby brand with genuine name recognition in the US market. Speaking at a Cape Town media roundtable, Yormark was candid about the scale of the challenge facing rugby ahead of the 2031 World Cup — competing against a packed American sporting calendar where even a soccer World Cup fades from public consciousness within weeks. His view is that rugby has a five-year window to build a real footprint, and that window needs a near-perfectly executed strategy to make any meaningful dent.
All Blacks own the US rugby mindset — even after back-to-back World Cup wins
Roc Nation Sports International's Michael Yormark argues that despite the Boks' on-field dominance, the All Blacks remain the only rugby brand most Americans would recognise — and that rugby faces an uphill battle to capitalise on the 2031 World Cup opportunity.
Brown confirms post-2027 All Blacks move but eyes World Cup glory with Boks first
Springbok attack coach Tony Brown will join Dave Rennie's All Blacks staff from 2028, but remains committed to helping South Africa win a third successive World Cup title before his departure.
Tony Brown to join All Blacks backroom staff in 2028 after Springbok contract ends
NZR have confirmed Tony Brown will join the All Blacks' backroom staff in 2028 on a two-year contract, with the Springboks attack coach set to depart after the 2027 Rugby World Cup. It is the third time NZR have pursued Brown, having previously been rejected during the Foster and Robertson eras.
Boks remain top but All Blacks close gap to 2.90 points after Nations Championship opener
South Africa stay top of the World Rugby Men's Rankings at 93.94 points but New Zealand have cut the gap to 2.90 after beating France, while Scotland climb to equal their all-time high of fifth following a record 47-38 win over Argentina in Córdoba.
Hansen's Right to Back Himself — But the Boks' Five-Match Streak Tells a Different Story
Jean de Villiers acknowledges Hansen's logic but argues last year's results and performances make it hard to see the All Blacks closing the gap on the Boks — and the panel get genuinely animated over what a 2-2 series tiebreaker would even look like.
Keo & Zels: Stubborn All Blacks policy make Boks smile
The boys love that New Zealand keep picking their second-best, long may it continue.