The prospect of a new rebel league or Anglo-Welsh competition blowing up the traditional structures of English rugby clubs seems unlikely – at least for now – after the Gallagher Premiership reported promising signs of growth after a troubled few years. .
At the start of the week as Steve Borthwick's national team begin their Six Nations campaign, there is good news to report on the state of the domestic game.
With England winning just five of 12 games in 2024 and a bonus scandal hitting the RFU, reasons to rejoice have been few of late. This came after serious financial problems in the Premiership in the wake of the Covid-19 pandemic, which ultimately led to three teams disappearing into the ether. Now, however, there are signs that the tide is turning.
New, independent data from YouGov shows that a total of 14.3 million people in the UK maintain an interest in the Premiership, an increase of 13 per cent from 2023.
Crucially, a significant increase in interest has been seen in the 18-34 age group, with the league attracting almost a million new fans among the younger age demographic.
It represents a 31 per cent year-on-year increase in the number of youngsters interested in the Premiership, an increase of 43 per cent since 2021.
The prospect of a new rebel league blowing up the structures of English rugby clubs seems unlikely
YouGov data shows a total of 14.3 million people in the UK maintain an interest in the Premiership
The good news comes as Steve Borthwick's England team begin their Six Nations campaign.
The possibility of the Premiership merging with the United Rugby Championship and the creation of a new franchise league, which would see players and coaches break away from traditional rugby structures, has been discussed.
Premiership chief executive Simon Massie-Taylor believes the positive signals coming from his league – plus the primacy of international rugby – make that unlikely.
“The implication with the rebel league is that it came about because the current league and its product are not growing,” he told Mail Sport.
'That's the narrative, but our statistics are the opposite. While there are still some financial challenges that clubs need to address due to the pandemic, the type of growth statistics we have will help our stabilization plan greatly.
'For me, it doesn't legitimize any argument for blowing up rugby. We have done a little work to look at other options and other leagues, but each time we have realized that the Premiership is very strong. We come out of those experiences and realize that we could cut the cake differently, but that the cake we currently have is very good as it is.
“There will still be challenges over the next three or four years but I think we really need to focus on this now and continue the upward trajectory of the Premiership.”
The demise of former Premiership teams Worcester, Wasps and London Irish began a period of turmoil in the division.
The 10 teams left standing are still battling financial pressures, but the league's competitiveness and attacking style are winning new fans.
The possibility of the Premiership merging with the Championship has, for now, been discussed.
Premiership chief executive Simon Massie-Taylor told Mail Sport that “the type of growth statistics we have will help our stabilization plan enormously.”
That's despite Borthwick questioning whether high-scoring domestic games are preparing his English players well enough to win close matches at international level.
“Interest in the Premiership, after years of stagnation or decline, is growing significantly,” Massie-Taylor said.
'It's not just that general interest has increased in all areas. What is especially pleasing is that it is starting to increase in the younger age group. When I joined Premiership Rugby, interest was relatively low. The concern was, “Are we losing a generation here?” This proves the opposite. It's really encouraging.
'Many of us have seen how wonderful the Premiership is. But the secret has already come to light. It's starting to become commonplace. “It takes time to achieve growth like this, but it is happening.”
Premiership bosses attribute the league's growth to increased social media coverage, greater alignment with broadcaster TNT Sports, some free-to-air television coverage and fewer clashes with international rugby. Only 16,000 tickets remain on general sale for the final in June, with sales double those of the main event this time last year.
Massie-Taylor admits his organization must “strike while the iron is hot” and not rest on its laurels. He is “hugely optimistic” about the future.
A second successive final looks likely to sell out, while the Premiership's Christmas matches were watched by 2.6 million people.
Covid-19 caused turmoil for clubs – Worcester (pictured), Wasps and London Irish all suffered their demise.
Premiership bosses attribute the growth to the likes of greater alignment with broadcaster TNT Sports
Premiership growth director Rob Calder said: “The product is very strong and getting stronger.” On the field, it is more competitive than ever.
'What existing and new audiences want from rugby is the same. They want physicality, big hits, danger and athleticism. That's the story we want to tell.
'We want to keep this momentum going. “It gives us confidence that we can grow the Premiership's core audience, but we can also get off that base.”
This development can only be good for rugby in England.