Steve Diamond Calls for Rugby Superstars to Elevate Sport’s Profile

Steve Diamond, who has led three Premiership clubs, asserts that rugby union urgently requires new superstars to enhance the sport’s promotion. The Newcastle Falcons’ consultant director of rugby aims to boost the sport’s visibility and cultivate greater interest across all levels. He stated, “We need superstars creating in rugby. We need someone on the front pages and the back pages,” adding, “We need controversy. We need people talking about the game on a regular basis.” Danny Cipriani concluded his rugby career in 2022 following a notable journey both on and off the field. In England, domestic rugby union faces significant competition from Premier League football regarding attendances, public interest, and media exposure. Diamond acknowledges football’s enduring dominance but expresses a desire for rugby players to achieve widespread recognition. Jonny Wilkinson, a 2003 World Cup champion, became a prominent figure in the sport during his active career. However, Diamond also points to his former Sale Sharks fly-half, Danny Cipriani, as another athlete who garnered significant media attention. Cipriani represented England 16 times, in contrast to Wilkinson’s 91 appearances, yet his fluctuating career and personal life consistently made news. In France, captain Antoine Dupont holds superstar status, which was further solidified by his choice to participate in and ultimately secure a gold medal with his nation in the Olympic Sevens in Paris. Nevertheless, no individual currently in England possesses comparable widespread appeal. “This is where investment is needed in rugby as a mass,” he stated. “That’s where you need advice from American sport of how do we grow a brand. In football, it’s done through the players and through success.” Diamond views Jonny Wilkinson as an excellent brand ambassador and an ideal role model for young people. However, he acknowledges that many children do not fit this mold. He elaborated, “I use Danny Cip as an example and I know him well, he’s been on the back pages and the front pages. As many people would know about Danny as they would Jonny Wilkinson. “I don’t know how we market them, but I know we need them.” Last month’s 17-12 victory for Newcastle against Saracens was among 46% of matches this season decided by seven points or fewer. In recent years, broader media coverage of rugby has largely focused on the collapse of three clubs: Wasps, Worcester, and London Irish. The repercussions of these events persist, and job reductions alongside substantial bonuses within the Rugby Football Union contribute to further negative public perception. Despite this challenging environment, the Premiership is delivering strong competition. Following seven matches, no team remains undefeated in this season’s 10-team Premiership, and a mere five points—the equivalent of a bonus-point win—separate the teams ranked third through seventh. Last season, Northampton Saints, who ultimately became champions, topped the regular standings despite losing a third of their games, illustrating the league’s unpredictability even for top contenders. Diamond further asserts that Premiership rugby is flourishing on the field, with 16 of the 35 matches played this season decided by a margin of seven points or fewer. He commented, “I am happy with the product.” He continued, “The way the coaches are coaching in the Premiership, there are very few games where it’s 9-6, it’s exciting to watch. “Apart from ourselves and Exeter who are arm wrestling at the bottom, nobody can predict a win. That’s what you want out of a league and out of a sport.” Diamond is eager to advance the concept of increasing media access for rugby union. He contends that the sport must improve its ability to narrate stories extending beyond the 80 minutes of play. He remarked, “We need prominent names in the game talking about rugby.” He added, “There are many ex-players on social media trying to find the next thing for them, they should be doing that while they’re playing. “More access to the media, more access to the broadcasters. Everyone seems to have done a fly-on-the-wall documentary, but real behind the scenes stuff, how it works, what a training day’s like, following somebody with a knee injury who’s out for four months, the psychology of that. “There are lots of things that would interest people and not just the score.”