Rugby Now South Africa's Top Sport After Springbok Wins

In 2017, heartbroken fans set their Springbok jerseys on fire after a crushing 57-0 loss to New Zealand's All Blacks. Nearly a decade later, rugby has overtaken soccer as South Africa's most watched sport.

New data from BrandMapp shows 44% of middle-class South Africans now watch rugby, edging past soccer at 42%. The shift represents one of the most dramatic turnarounds in South African sports history.

The transformation began with back-to-back Rugby World Cup victories in 2019 and 2023. Under coach Rassie Erasmus and captain Siya Kolisi, the first black Test captain, the Springboks became four-time world champions and held the number one global ranking for three consecutive years.

But the wins tell only half the story. The team's composition changed to genuinely reflect the nation's diversity, and fans responded with unprecedented enthusiasm across all demographic groups.

The Ripple Effect

Perhaps the most striking change is who's watching. Rugby historically attracted predominantly white, male, Afrikaans or English-speaking fans in South Africa's divided sports landscape.

Today, 38% of consumer-class women watch rugby compared to 49% of men. That makes it the most gender-balanced of South Africa's major sports, far surpassing soccer's 29% female viewership.

Brandon de Kock, BrandMapp's director of storytelling, calls it the "Siya Kolisi effect." When teams look like the country they represent, support follows naturally.

The financial impact extends beyond ticket sales. About 27% of consumer-class adults watch matches in sports bars and public venues, creating economic ripples throughout communities.

Some 37% express interest in attending live Test matches, despite tickets costing upward of R3,000 (roughly $165 USD). The commercial case for major rugby events in South Africa has never been stronger.

Coach Erasmus recently extended his contract through 2031, signaling stability for a program that's built more than just a winning record. He's created a culture that shows what's possible when representation meets excellence.

From burning jerseys to record viewership in less than a decade proves that sports can still unite a fractured nation.