Promoting rugby union should be the simplest of games in weeks like this. The Six Nations is in full flow, Wales are due at Twickenham and the passion and intensity is self evident. Who could possibly need persuading to watch on television or, having taken out the required mortgage, to buy a ticket?
The answer is millions of people. There is no shortage of non-believers and latterly the big Cs – Covid and concussion – have not helped either. Adult male participation rates have fallen and rugby is not a priority in many inner-city schools. Which makes this a timely moment to ponder how best to woo the unconverted. Are social media clips, celebrities and gaming platforms really the route to a lifelong affiliation? What, ultimately, is rugby’s USP? And what makes it so addictive for those who do love it?
