Italy boss Kieran Crowley backs Netflix series to give 'boring Test rugby' a much-needed boost

Italy head coach Kieran Crowley believes the upcoming Netflix series covering the 2023 Six Nations could be a well-timed shot in the arm for rugby as the Test scene goes through a ‘boring’ patch.

Rugby union organisers are searching for new consumers, sponsors and ways of growing the game on both the club and international stage amid a period of slowed growth. A newfound focus on the defensive side of the sport has contributed to Crowley’s view that the Test arena in particular is suffering from a malaise.

It was announced earlier in 2023 that streaming giant Netflix is set to produce a new series covering both this year’s Six Nations and the Rugby World Cup, which will be held in France. In a domain that’s desperate to expand its reach beyond the existing fan base, Crowley has suggested the series could be one route to reaching a new fanbase.

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“It’s going to be great for Italian rugby,” the Azzurri boss told Mirror Sport and other media outlets when asked about Netflix’s rugby venture at the Guinness Six Nations launch event in London. “I think we have a duty to promote rugby.

“I think Test match rugby has become boring in a lot of respects; y’know, it’s all about the win, which it has to be. And rugby in general is going through some challenging times with head injuries, and all those sorts of things. So I think as coaches, and as teams, I think it’s a great initiative by the Six Nations to include Netflix and have them on board.

“Because hopefully it can tell the story a little bit as to what goes on and the joy of it. . .it’ll be great. We’ve got no problem with it; we embrace it, so we’ve just gotta keep a lid on some of our boys [and make sure] they don’t try to be movie stars [and] just act naturally.”

Tennis is the latest sport to have received the Netflix treatment following this month’s release of ‘Break Point’, which tracked some of the top names in the field throughout their 2022 season. The show has been considered a successor to Formula 1’s highly successful fly-on-the-wall series ‘Drive to Survive’, which has been credited with attracting a wealth of new fans worldwide.

The Six Nations announced last year that video-sharing app TikTok would sponsor both men’s and women’s tournaments on a deal through to 2025. Private equity firm CVC also purchased a 14.3 per cent stake in the tournament for £365million in 2021, since which the Six Nations has taken steps to increase its reach in pursuit of a more global audience.

New Zealand native Crowley “100 per cent” agreed that he feels a responsibility to make Italy a more exciting, attack-oriented team: “You’ve got to play to the strengths of your team, y’know? If I look at our strengths, they’re different to France or England, or whomever it may be.

“So I think as coaches we have a responsibility to protect the game and create a fan experience. And I’m not talking about doing stupid stuff. There’s that much emphasis now on defence, and you have to find different ways to break down things.

“We haven’t got the big ball carriers that, say, a France team have, so we have to play a little bit different. And that’s the beauty of rugby, I suppose. Everyone’s got their own identity.”

Italy open their 2023 Six Nations campaign in arguably the toughest possible fashion, with an away trip to titleholders France on February 5. The Azzurri are coming off a groundbreaking year in which they beat both Wales and Australia, hoping to make further strides during a historic 12 months for the sport.