Eddie Jones calls for a ‘revolution’ to attract ‘television money’ after R360 failure
Eddie Jones, who has called for a 'revolution' to attract 'television money', and inset, Zac Lomax
Ex-England boss Eddie Jones has called for a “revolution” in rugby, believing that the sport is financially unhealthy. Rugby World Cup winner Mike Tindall last year attempted to launch R360, a revolutionary competition designed to transform the sport.
The franchise project failed to lift off the ground, however, after failing to generate enough interest or sponsorship. It also faced backlash from the existing rugby hierarchy and conservative-minded fans concerned that the new league would not fit with rugby’s classical values.
Despite the failings of Tindall’s venture, Jones still believes that a movement is needed. “We need a revolution in rugby to allow new fans to come to the game and have something a little bit different from what we’ve got now,” he said, appearing on FanaticsTV.
“The game’s very healthy internationally. It’s not healthy domestically. You’ve just got to see Super Rugby. It’s not healthy. English club rugby is not healthy. The French league is going well, and the Japanese league is basically propped up by companies.”
“Investors weren’t that keen…”
Jones explained that to become financially healthy, the leagues need a constant supply of spectators, both at the stadiums and at home watching on television. But to attract viewers, Jones believes the sport needs to be revolutionised in a way which would attract “television money”.
“We need something new in rugby,” he continued. “R360 had this concept, this F1 concept, which would have been exciting, but could it make money? Could it attract television? Because they need more television money in rugby.”
Can it be revived?
The attempts to build R360 fell flat in the mud, and Jones doesn’t believe it’ll ever become unstuck. “I think once you’ve had a go, mate, you haven’t been able to do it, I think it’d be difficult to do again,” Jones explained.
Various rumours were flying around at the time, some more credible than others. Various players had reportedly registered interest and others had even agreed to join the new league. But when R360 was abandoned last November after failing to launch, many players were forced to back track.
Zac Lomax, an NRL star, had even been released from his four-year contract, so when the competition fell through, he was out of a job. After a Supreme Court decision in 2026, Lomax was told he was not allowed to sign for another NRL side until late 2028, resulting in him instead signing a two-year deal with Rugby Australia and the Western Force.
But why did it fall through? Jones believes the product simply wasn’t appealing enough for investors. “I reckon the investors weren’t that keen because they had an opportunity, they had some players, had some good players, like Lomax, but not enough to make them actually put their money in.”
