Rugby union in Britain must embrace American-style innovation to secure its long-term future, according to a leading club owner, with ideas borrowed from Formula E and US sports broadcasting seen as vital for attracting a new generation of fans.
The Case for an American-Style Overhaul
Exeter Chiefs chairman and owner Tony Rowe has sparked a crucial debate about the sport's direction. In a recent interview with the Telegraph, Rowe proposed a radical shift in how the game is structured and presented. His vision includes splitting matches into four 20-minute quarters and allowing rolling replacements from a larger squad of 30 players.
"The game has to appeal to younger people," Rowe stated, pinpointing the central challenge for rugby's authorities. His comments highlight a growing concern that the sport risks becoming inaccessible and financially unsustainable without significant modernisation.
Learning from Unlikely Places: Formula E and US Broadcasts
The call for change extends beyond the pitch. Former England Sevens captain Ollie Phillips argues that rugby should take lessons from the all-electric racing series, Formula E. Despite its smaller profile compared to Formula 1, Formula E has pioneered fan interaction features like its now-retired 'Fan Boost', where viewers could vote to give a driver a power advantage.
Phillips suggests similar participatory ideas could work in rugby. Could crowds influence where a conversion is taken, or which team kicks with the wind in the first half? This direct engagement could be key to hooking casual spectators.
Furthermore, the presentation of the sport is under scrutiny. Phillips points to the success of shows like CBS Sports Golazo's Champions League coverage, where a consistent panel of hosts and pundits build ongoing narratives and relationships with the audience. Rugby's broadcast offering, he implies, needs to create compelling storylines that exist beyond the 80 minutes of play.
Spursifying the Matchday Experience
The solution isn't confined to rule changes. There is a pressing need to transform the matchday experience itself. The goal is to "Spursify" rugby stadiums—referring to the extensive, revenue-generating amenities around Tottenham Hotspur's ground—encouraging fans to arrive early and stay late.
Imagine a food festival next to Bath's Recreation Ground, or intimate post-match live music in Gloucester's historic clubhouse. These family-friendly experiences aim to generate income beyond the traditional "pasty-and-pint" audience and make a day at the rugby an event, not just a game.
This push for innovation comes at a critical time. With ticket prices for events like England matches at Allianz Stadium reaching £150, the sport risks pricing out its future support base. Simultaneously, constant tinkering with laws around the line-out, tackle height, and the TMO's role has complicated the game for newcomers.
The central challenge is clear: rugby must strike a balance between respecting its traditional core audience and making a dramatic, appealing leap to secure the next 50 years of fans. As Phillips concludes, the sport "cannot sit down and take the financial beating it has done recently for much longer." The time for radical thinking is now.
