‘Rugby union is crying out for superstars’ says Newcastle chief Steve Diamond
With England’s domestic rugby league eclipsed by the Premier League in terms of attendances, interest and media coverage, Diamond understands that the round ball will always be king, but he wants to see rugby players become household names.
2003 World Cup winner Jonny Wilkinson became a symbolic leader of the sport during his career but Diamond cited his old Sale Sharks center Danny Danny Cipriani is another player grabbing headlines.
Cipriani only made 16 appearances for England to Wilkinson’s 91, but his ups and downs in both his career and personal life continued to dominate the news.
France captain Antoine Dupont enjoys superstar status in his home country, a status that was further reinforced by his decision to compete in the Rugby Sevens with France at the Paris Olympics and ultimately win gold.
But no one on this side of the English Channel currently has that kind of appeal.
“This is where rugby needs investment,” he said.
“That’s the advice you need from American sports on how to grow a brand. In football, it’s done through players and success.
“Jonny Wilkinson is a great brand ambassador and the perfect role model for kids to follow. But there are a lot of kids who are not like that.
“I use Danny Cip as an example, I know him very well, he’s been on the back cover and the front page. A lot of people know Danny the same way they know Jonny Wilkinson.
“I don’t know how we market them, but I know we need them.”
