Herbert has repeatedly spoken about the need to rugby to shake off the game’s traditional and risk-averse mindsets, and “build mass entertainment products” that not only engage with the modern sports fan, but can generate substantial revenues, too.
“We are still hanging on to a lot of the amateur baggage, in my view,” Herbert said last year. “We need to break free of that, and start to look with a clean sheet of paper: how do we build the most commercial, entertaining products we possibly can, to attract the biggest market we can?”