This was demonstrated on a wet Saturday night when a sell-out crowd of 22,500 packed the stadium to watch the Highlanders beat the Crusaders 27-24.
There is still strong support for rugby in the South, but there were no signs of support for an embattled Otago Rugby Football Union.
There were no bucket collectors waiting at the gates to give fans the chance to chip in and help pay off the union's $2.35 million debt. The only charitable collection was for the Plunket Society, which had its name emblazoned across the front of both teams' tops.
Waimate, a border town between the two antagonists, had its supporters at the stadium, with half backing the Crusaders and the other half supporting the Highlanders.
Pearsons Transport brought three bus loads of 150 fans to Dunedin. None had visited the stadium before.
"RD1 have brought all their farmers and clients to Dunedin for the game," bus driver Jason Tennant said.
It was the first trip to the stadium for farm workers Hamish Wallace and Athol Smith, who are Crusaders fans.
Another bus brought St Kevin's College pupils from Oamaru to the game.
Rosemay Henderson and Trish Marr have always been Otago and Highlanders supporters.
"It made my night when Richie [McCaw] waved to me," Henderson said.
The return of the students to the western end of the stadium added to the colour of the night.
Some were dressed in Highlanders garb but others backed the Crusaders. There was a donkey, some blue aliens and pyjama-clad fans.
A Mexican wave swept the ground in the second spell and a traditional pipe band entertained the crowd before the game. A team of school rugby players dressed in white jerseys accompanied the Highlanders as they walked on to the field.
