Eddie Hearn's Rugby Ambitions Expand as PREM Chief Hails Him a 'Force for Good'

Eddie Hearn's involvement in English club rugby is poised for expansion, with PREM chief executive Simon Massie-Taylor describing the boxing promoter's presence as a "force for good." Hearn, who has already signed rugby players Henry Pollock and Finn Russell under his Matchroom banner, met with Massie-Taylor on his yacht in Monaco to discuss ways Hearn can contribute to the sport.

Massie-Taylor indicated that Hearn sees significant potential in rugby, viewing its athletes as highly marketable and the sport as being on a positive trajectory. The PREM CEO expressed that Hearn's ambitions extend beyond player representation, suggesting he could become involved in events, major games, and commercial ventures related to players across the league. Massie-Taylor emphasized that Hearn is not looking to be a disruptor but rather to collaborate with the league to foster growth.

"I think he's a really positive person to have in the environment and it's encouraging he sees such positive signs," Massie-Taylor stated. "I'd like to see them (Matchroom) more involved. I think they'll be a force for good."

Hearn's growing influence comes as the PREM works to achieve financial stability. Following the administration of three clubs—Worcester, Wasps, and London Irish—since 2022, the league is focusing on growth strategies. Despite all 10 current teams remaining loss-making, recent financial reports show stringent criteria have been met, with revenues increasing by five percent and losses decreasing by 51 percent compared to the previous year. The league's broadcast deal with TNT Sports is secured for five years, and several clubs have attracted new investment.

Hearn's input is anticipated to be a significant component of the PREM's "Project Forge," its decade-long growth strategy. The league aims to expand to 12 teams by 2029, prioritizing English clubs. Any new team joining the PREM would first spend a season in the Championship, the second division of English rugby.

The PREM is also looking to the United States as a key market for growth, especially with the 2031 men's World Cup set to be hosted there. England's women's team is scheduled to play the USA in New Jersey, and RFU chief executive Bill Sweeney is also in the US to promote English rugby. The RFU believes the success of the Red Roses, the strength of the English rugby system, and the sport's untapped commercial potential make it an attractive proposition for investors.

Sweeney highlighted the potential for a transformational decade for rugby in the US, citing the upcoming World Cups and increasing investment in women's and British sports properties. He stated the RFU's goal is to build relationships and share its vision for English rugby's future, including its top-tier leagues, to support the game's long-term growth.

Journalist Alex Bywater, in a commentary piece, argued that Hearn's involvement, particularly through his association with Henry Pollock, offers significant advantages. Bywater noted Hearn's success in elevating Pollock's profile through media appearances and suggested that Hearn's expertise in event promotion and talent marketing could be invaluable to the PREM, especially as it seeks to overcome financial challenges and expand.

"There can be no doubt that Hearn and his Matchroom enterprise know how to sell a sporting product. They know how to put on big events. They know how to grow the profiles of sporting talents, emphasising their personalities as much as their abilities on the field or in the ring," Bywater wrote. "At a time when there is plenty of promise about the PREM’s direction of travel, Hearn can help take it to another level."

Bywater also raised the possibility of Hearn extending his involvement to women's sport, referencing his successful work with boxer Katie Taylor and the marketability of players like England's Ellie Kildunne. He concluded that any skepticism towards Hearn's partnership with the PREM is shortsighted, given the potential benefits for the sport's financial growth and modernization.