Eddie Hearn’s first experience of international rugby left a strong impression, but also raised questions about the sport’s wider reach.
The boxing promoter attended his first Six Nations matches over the weekend, immersing himself in a competition widely regarded as one of the sport’s showpiece events.
From the stands, Hearn witnessed the intensity and passion that define rugby at the highest level, particularly during Wales’ fixture.
Yet while he was clearly impressed by the atmosphere, his perspective as a promoter quickly shifted towards what the sport could still improve.
Eddie Hearn praises Six Nations experience but calls for change in rugby
Hearn shared his initial reaction on Instagram after watching multiple matches across the weekend.
“Thoughts from the weekend.. I got the chance to watch some rugby. My first live International – shout out to Wales what a remarkable atmosphere – love the passion. Anyway, I watched all three Six Nations matches and loved it all,” he wrote.
Despite that praise, the 46-year-old promoter identified a key issue.
“When I was watching the England game, I only knew one player. I hope those in charge can start to give these players and the sport the profile, storytelling and noise it deserves. Like boxing, tough people and a sport built on discipline and respect – can and should be much bigger.”
For Hearn, the product inside the stadium is not the problem, but how it is presented to a wider audience.
Eddie Hearn elaborates on his rugby criticism
His point became even clearer when discussing a specific moment during England’s clash with France in an interview with The Stomping Ground.
The Briton revealed that he did not have a clue about who England’s captain, Maro Itoje, was.
He stated: “I was literally watching England vs France, with loads of fellows or big rugby fans. And I said, ‘Who’s that?’ And he said, ‘That’s the England captain’. And I said, ‘Oh, is it?’ He went, ‘Yeah, he also captains the Lions’. I’m like, ‘I’ve never heard of him’. Well, that’s the England captain.
“Why is that? And it’s so fascinating as a business, because my job across our sports within the company is to make people like me know who those people are, to engage you with those athletes, to tell the story of those athletes, to make you understand where they come from, their journey, what they like to do. And you don’t do that, you know? So that’s the job of the clubs. That’s the job of England rugby.”