Eddie Jones says rugby must evolve to attract new fans and boost its financial future.
The Japan coach was speaking in the wake of the failed R360 breakaway competition, a proposed franchise-based league fronted by former England centre Mike Tindall that aimed to reshape the global game.
Despite that project collapsing before launch, Jones believes the issues it tried to address remain.
“We need a revolution in rugby to allow new fans to come to the game and have something a little bit different from what we’ve got now,” he said on FanaticsTV.
“The game’s very healthy internationally. It’s not healthy domestically. You’ve just got to see Super Rugby. It’s not healthy. English club rugby is not healthy. The French league is going well, and the Japanese league is basically propped up by companies.”
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Central to Jones’ argument is the need for stronger commercial appeal, particularly in broadcasting.
“We need something new in rugby,” he said. “R360 had this concept, this F1 concept, which would have been exciting, but could it make money? Could it attract television? Because they need more television money in rugby.”
The R360 concept generated headlines and player interest but ultimately failed to secure the investment required to get off the ground. Jones believes that lack of financial backing was decisive.
“I reckon the investors weren’t that keen because they had an opportunity, they had some players, had some good players, like [rugby league star Zac Lomax], but not enough to make them actually put their money in.”
He also doubts the concept will be revived.
“I think once you’ve had a go, mate, you haven’t been able to do it, I think it’d be difficult to do again.”
Photo: Michael Steele/Getty Images
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