Rugby Union should emulate the commercial strategies employed by FIFA, including introducing hydration breaks and potentially elaborate halftime entertainment, to enhance its financial standing and appeal, particularly in preparation for the 2031 Rugby World Cup hosted in the United States. This perspective comes from Eddie Jones, who highlighted the recent FIFA World Cup in America as an "interesting case study" for the sport.
Jones suggested that incorporating "hydration breaks" into matches, similar to those implemented in football, would provide valuable advertising opportunities for broadcasters and sponsors. While acknowledging that players may not strictly require such breaks, he emphasized the benefit of "giving the sponsors more value." He also proposed that rugby consider adopting a format of four 20-minute quarters to align with the commercial pacing seen in other major sporting events.
The success of the recent FIFA World Cup was partly attributed to the host nation's team performance, and Jones believes a strong showing from the U.S. in rugby by 2031 is crucial for the event's success. He noted the significant talent pool in America but underscored the challenges of talent identification in such a large country, suggesting that increased financial backing is needed. Jones also referenced the South African team's development as a model for how talent can be effectively harnessed.
Beyond commercial considerations, Jones addressed issues within the game's rules and officiating. He expressed frustration with the excessive use of the Television Match Official (TMO) in recent games, stating that "every try was checked. It was painful." He argued for a return of power to the referee, suggesting TMO interventions should be limited to specific situations like red card offenses, prioritizing the flow of the game over absolute accuracy. He also advocated for maintaining 15 players on the field, suggesting a system where penalized players are immediately replaced rather than leaving teams with fewer players, which he believes "destroying the balance of the contest."
To ensure rugby's financial prosperity, Jones advocated for greater flexibility within the sport, including embracing platforms like Netflix. He proposed extending halftime breaks to accommodate significant entertainment, such as a performance by Madonna, as a means to attract revenue and enhance the spectacle, arguing that "coaches, we all need to start giving more allowances for the game to survive and prosper."
In a separate commentary, Jones touched on the England team's current performance and player selection. He noted the promising depth coming off the bench, specifically mentioning Henry Pollock, Noah Caluori, and Benhard Janse van Rensburg as players who can impact the final stages of a match. However, he advised that players like Van Rensburg need to earn their starting spots through consistent performance, suggesting a period of adjustment to Test rugby before potentially moving into a starting role. He expressed optimism for England's upcoming match against Argentina, predicting a comfortable win, while also critiquing Argentina's recent form and tactical approach. Jones also commented on England's need to develop a more dynamic attack capable of exploiting unstructured play, a skill he believes is crucial for challenging top-tier teams.