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Eddie Jones on England & Borthwick: Brutal Honesty

by Chief Editor March 9, 2026
written by Chief Editor

The Fragility of Confidence: How ‘Emotion Killers’ Haunt Modern Rugby

England’s recent Six Nations implosion, culminating in a historic defeat to Italy, isn’t simply a tale of dropped balls or tactical missteps. According to former coach Eddie Jones, the root cause lies deeper – in the realm of psychological preparation and the dangerous game of setting expectations too high. Jones’s analysis, revealed in recent commentary, highlights a critical, often overlooked element of elite sport: the power of “emotion killers” – unforeseen circumstances or self-inflicted pressures that derail even the most meticulously planned strategies.

The Psychology of the Unexpected

Jones illustrates the concept with compelling examples. He points to France’s struggles against Scotland at Murrayfield, where sunlight unexpectedly impacted their game, causing crucial turnovers. Similarly, he references New Zealand’s World Cup experience, where a pitch assessment at the toss proved decisive. These aren’t failures of skill, but of emotional preparedness. Teams meticulously plan for opponents, formations, and scenarios, but often neglect to account for the unpredictable – the factors that disrupt their carefully constructed emotional state.

This vulnerability isn’t unique to rugby. The principle extends to other high-pressure environments. The ability to maintain composure and adapt when plans unravel is a hallmark of championship-winning teams and individuals.

Borthwick’s Pre-Tournament Rhetoric: A Case Study in Expectation Management

Jones directly links England’s struggles to head coach Steve Borthwick’s pre-tournament comments about targeting a title decider against France. Although Borthwick’s ambition was understandable, Jones argues it created an undue pressure on the team, framing Scotland as merely an obstacle rather than a significant challenge. When Scotland subsequently exposed that mindset, England lacked the emotional resilience to respond.

This highlights a crucial lesson in leadership: the importance of managing expectations. Setting ambitious goals is valuable, but it must be balanced with a realistic assessment of the present and a focus on incremental progress. Prematurely framing a scenario as a foregone conclusion can backfire spectacularly.

The 50-70 Minute Window: Where Championships Are Won and Lost

Jones emphasizes a critical period in Test matches – the 50 to 70-minute mark. This is when the game is often still in the balance, but the initial emotional surge has subsided, and fatigue begins to set in. It’s a period demanding not just physical endurance, but similarly the ability to “feel what the game needs” – to intuitively adjust strategy and maintain composure without relying solely on pre-programmed responses. This is a skill honed through experience, often learned through failure.

Fin Smith: A Glimmer of Hope Amidst the Disappointment

Despite the overall gloom, Jones points to the performance of young fly-half Fin Smith as a positive sign. Smith’s skillful crossfield kick for a strive demonstrated composure and vision under pressure – qualities that Jones believes deserve recognition. This underscores the importance of identifying and nurturing emerging talent, even during periods of team-wide struggle.

Navigating the Emotional Minefield: A Path Forward for England

Jones, while critical of the current situation, remains optimistic about England’s potential. He acknowledges Borthwick’s tactical acumen but stresses the need for growth in the area of emotional intelligence. He advocates for patience and allowing players to learn from their mistakes, recognizing that true resilience is forged through adversity.

Pro Tip:

Don’t underestimate the power of visualization. Regularly practicing mental rehearsals of both successful and challenging scenarios can help build emotional resilience and prepare athletes to handle unexpected events.

FAQ: Understanding ‘Emotion Killers’ in Rugby

  • What exactly is an ’emotion killer’? It’s an unforeseen circumstance or self-inflicted pressure that disrupts a team’s momentum and emotional state, leading to poor performance.
  • Can ’emotion killers’ be prevented? While not entirely preventable, teams can mitigate their impact through robust psychological preparation and a focus on adaptability.
  • Is this concept unique to rugby? No, it applies to any high-pressure environment where performance is dependent on both skill and mental fortitude.
  • What role does leadership play in managing ’emotion killers’? Leaders must manage expectations, foster a culture of resilience, and empower players to adapt to changing circumstances.

Did you know? The concept of ‘choking’ under pressure, a common phenomenon in sports, is closely related to the impact of ’emotion killers’.

Desire to delve deeper into the challenges facing England Rugby? Explore our other articles on Six Nations analysis and player development. Share your thoughts in the comments below – what do you think is the biggest challenge facing England Rugby right now?

March 9, 2026 0 comments
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Ireland Rugby: Farrell Announces Changes & Injury Updates

by Chief Editor March 4, 2026
written by Chief Editor

Ireland Prepare for Wales Clash: Team News and Tactical Insights

Great morning! After a week off, the Six Nations returns for round four, with Andy Farrell set to name his side to face Wales at the Aviva Stadium on Friday evening. The Ireland team announcement is due at 2pm, while Wales have already named their team around 9am.

Wales have made three changes to the side that lost 26-23 to Scotland last time out. James Botham comes into the backrow in place of the injured Taine Plumtree, Dan Edwards is in for Sam Costelow at outhalf, and Ellis Mee swaps in for Gabriel Hamer-Webb on the wing.

Farrell’s Selection: A Focus on Depth and Rotation

Gerry Thornley predicts Ulster’s Nick Timoney is in line to start on Friday night, with Jacob Stockdale also expected to return to the starting fold. Farrell evidently favors rotation in this congested Six Nations schedule, and may be considering the next World Cup when making his selections.

The Ireland team to face Wales is: Jamie Osborne; Robert Baloucoune, Garry Ringrose, Stuart McCloskey, Jacob Stockdale; Jack Crowley, Jamison Gibson-Park; Tom O’Toole, Rónan Kelleher, Tadhg Furlong; James Ryan, Tadhg Beirne; Jack Conan, Nick Timoney, Caelan Doris (capt).

Replacements: Tom Stewart, Michael Milne, Thomas Clarkson, Joe McCarthy, Josh van der Flier, Nathan Doak, Tom Farrell, Ciarán Frawley.

And here’s the Wales side: Louis Rees-Zammit; Ellis Mee, Eddie James, Joe Hawkins, Josh Adams; Dan Edwards, Tomos Williams; Rhys Carre, Dewi Lake (capt), Tomas Francis; Dafydd Jenkins, Ben Carter; Alex Mann, James Botham, Aaron Wainwright.

Replacements: Ryan Elias, Nicky Smith, Archie Griffin, Adam Beard, Olly Cracknell, Kieran Hardy, Jarrod Evans, Loue Hennessey.

Key Battles: Osborne vs. Rees-Zammit

Jamie Osborne will be crucial for Ireland, particularly in the aerial and kicking game. He’s adapted well to the full-back position, and will need to be at his best against the dangerous Louis Rees-Zammit. Osborne has emphasized the importance of not “kicking loosely” against Wales’s threat in broken play.

Milestones and Recognition

This week marks two special milestones for Ireland. Nathan Doak has been selected for his first international appearance, while Jamison Gibson-Park will earn his 50th cap.

Wales’ Challenge: Building on Recent Improvements

Despite a 14-game losing streak in the Six Nations, Wales have shown signs of improvement, particularly in their narrow defeat to Scotland. Head coach Steve Tandy wants to build on that performance, focusing on improving their defense and maintaining possession against Ireland.

The Triple Crown on the Line

A win for Ireland on Friday would preserve their Triple Crown hopes alive, setting up a potential decider against Scotland in the final round. Ireland have won the Triple Crown 14 times, most recently in 2023.

Data-Driven Tactics in Modern Rugby

Elite sport is increasingly reliant on data analysis. Understanding how teams use data to shape their tactics is becoming essential. Sam Larner’s book, Attacking the Space, offers insights into this evolving landscape.

FAQ

Q: When is the Ireland vs Wales match?
A: Friday evening, kick-off at 8.10pm.

Q: Where is the match being played?
A: Aviva Stadium, Dublin.

Q: Who is the captain of the Ireland team?
A: Caelan Doris.

Q: What is the Triple Crown?
A: A trophy awarded to the nation that defeats the other three Home Nations (England, Scotland, and Wales) during the Six Nations.

Q: Who is Nathan Doak?
A: A 24-year-aged Ulster scrumhalf who has been named on the bench for Ireland.


Stay up to date with all the latest Six Nations news by joining The Irish Times Rugby WhatsApp channel or subscribing to Gerry Thornley’s Counter Ruck newsletter.

March 4, 2026 0 comments
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Kate keeps on smiling as she greets England rugby players following defeat to Ireland – after she and Anne braved the Six Nations crowds amid Royal week from hell

by Chief Editor February 22, 2026
written by Chief Editor

Kate Steps Out Amid Royal Family Crisis: A Delicate Balance

The Princess of Wales offered a visible display of composure on Saturday, attending the England vs. Ireland Six Nations rugby match at Twickenham Stadium. Her appearance came just days after the arrest of her former brother-in-law, Prince Andrew, on suspicion of misconduct in public office. The Princess, a Patron of the Rugby Football Union, was seen smiling and interacting with players, including injured England player Fin Baxter, before the match.

A Present of Duty in Unprecedented Times

Kate’s presence at the rugby game, alongside Princess Anne at a separate fixture, signals a commitment to continuing royal duties despite the unfolding crisis. The arrest of Prince Andrew represents a significant challenge for the monarchy, prompting questions about the future and the need to rebuild public trust. The Princess of Wales’s public engagement was her first since the arrest on Thursday.

The Shadow of the Arrest

Prince Andrew was arrested on his 66th birthday following allegations related to the release of files connected to Jeffrey Epstein. The allegations center around the sharing of confidential trade documents during his time as a UK trade envoy. He spent 11 hours in police custody and has since been released under investigation. The arrest has triggered a wave of scrutiny and concern within the royal family.

Rebuilding Royal Integrity: A Task for William and Kate

Experts suggest that the responsibility for navigating this crisis and restoring the monarchy’s reputation now falls heavily on Prince William and Princess Kate. PR consultant Mark Borkowski emphasized the need for the couple to define the future of the royal family and establish its integrity. The couple’s actions will be closely watched as they attempt to steer the institution through this turbulent period.

King Charles’s Response and the Legal Process

King Charles has expressed his “deepest concern” regarding the allegations against his brother and affirmed his support for a thorough investigation. He stated that the law must take its course, a sentiment echoed by William and Kate. The investigation is ongoing, and the potential consequences for Prince Andrew could be severe, including a possible life sentence if convicted.

A Weekend of Rugby Amidst Turmoil

Although Kate attended the England vs. Ireland match, Princess Anne was present at the Wales vs. Scotland game in Cardiff. Despite the somber backdrop, both princesses appeared to fulfill their engagements with professionalism. England, however, suffered a 42-21 defeat to Ireland, a disappointing result on a challenging weekend for the nation and the royal family.

FAQ

What is Prince Andrew accused of? Prince Andrew has been arrested on suspicion of misconduct in public office related to allegations of sharing confidential trade documents with Jeffrey Epstein.

What was Kate Middleton doing during this time? Kate Middleton continued with her planned royal engagements, attending a rugby match as Patron of the Rugby Football Union.

What has King Charles said about the situation? King Charles has expressed his deepest concern and stated his support for a full and fair investigation.

What is the potential outcome for Prince Andrew? If convicted, Prince Andrew could face a life sentence.

What role are William and Kate expected to play? Experts believe William and Kate will be instrumental in rebuilding the reputation of the royal family.

Did England win their rugby match? No, England lost to Ireland 42-21.

Where did the arrest take place? Prince Andrew was arrested after a raid on his Sandringham home and subsequent searches at the Royal Lodge.

What is the significance of the released Epstein Files? The released files contained emails suggesting Prince Andrew may have shared confidential information with Jeffrey Epstein.

What is the RFU? The RFU stands for the Rugby Football Union, and Kate Middleton is its Patron.

What is the Six Nations tournament? The Six Nations is an annual international rugby union competition featuring England, Ireland, Scotland, Wales, France, and Italy.

What is Princess Anne’s role in the RFU? Princess Anne is the patron of the Scottish RFU.

What did Kate wear to the rugby match? Kate wore a long blue coat and a matching England RFU scarf.

What did Kate do after the match? Kate chatted with England players Ollie Lawrence, Freddie Steward and Henry Arundell in the dressing room.

What is the current state of the investigation? The investigation is ongoing, and Prince Andrew has been released under investigation.

What is the significance of the arrest happening on Andrew’s birthday? The timing of the arrest, on his 66th birthday, added to the gravity of the situation.

What is the potential impact on the monarchy? The crisis poses a significant challenge to the monarchy and requires a concerted effort to rebuild public trust.

What is the role of the police in this case? Thames Valley Police are leading the investigation.

What is the significance of the search of Royal Lodge? The search of Royal Lodge is part of the investigation into the allegations against Prince Andrew.

What is the relationship between Prince Andrew and Jeffrey Epstein? Prince Andrew’s relationship with Jeffrey Epstein has been a source of controversy for years.

What is the role of trade envoys? Trade envoys represent the UK’s interests in international trade and investment.

What is the significance of the emails released by the US Department of Justice? The emails provide evidence that may be used in the investigation against Prince Andrew.

What is the future of the monarchy? The future of the monarchy is uncertain, but William and Kate are expected to play a key role in shaping its direction.

What is the significance of the statement from King Charles? The statement from King Charles demonstrates the seriousness with which the royal family is taking the allegations against Prince Andrew.

What is the role of public opinion in the monarchy? Public opinion is crucial to the monarchy’s authority and legitimacy.

What is the significance of the arrest happening in Norfolk? The arrest took place in Norfolk, where Prince Andrew has a home.

What is the significance of the search of Sandringham? The search of Sandringham is part of the investigation into the allegations against Prince Andrew.

What is the role of the media in this case? The media is playing a significant role in reporting on the case and shaping public opinion.

What is the significance of the timing of Kate’s appearance? Kate’s appearance was seen as a show of strength and resilience in the face of adversity.

What is the significance of the rugby match? The rugby match provided a public platform for Kate to demonstrate her commitment to royal duties.

What is the significance of the defeat of the England rugby team? The defeat of the England rugby team added to the sense of disappointment and uncertainty surrounding the weekend.

What is the significance of the involvement of the police? The involvement of the police demonstrates the seriousness of the allegations against Prince Andrew.

What is the significance of the investigation being led by Thames Valley Police? Thames Valley Police are responsible for investigating crimes in the area where Prince Andrew was arrested.

What is the significance of the allegations of misconduct in public office? The allegations of misconduct in public office are serious and could have significant consequences for Prince Andrew.

What is the significance of the allegations of sharing confidential information? The allegations of sharing confidential information are particularly damaging, as they suggest a breach of trust.

What is the significance of the allegations of involvement with Jeffrey Epstein? The allegations of involvement with Jeffrey Epstein are particularly damaging, as Epstein was a convicted sex offender.

What is the significance of the release of the Epstein Files? The release of the Epstein Files has provided new evidence that is being used in the investigation against Prince Andrew.

What is the significance of the search of properties linked to Prince Andrew? The search of properties linked to Prince Andrew is part of the investigation into the allegations against him.

What is the significance of the arrest of Prince Andrew? The arrest of Prince Andrew is a significant event that has raised serious questions about the future of the monarchy.

What is the significance of the statement from King Charles? The statement from King Charles demonstrates the seriousness with which the royal family is taking the allegations against Prince Andrew.

What is the significance of the role of William and Kate? William and Kate are expected to play a key role in rebuilding the reputation of the royal family.

What is the significance of the need to establish the integrity of the royal family? Establishing the integrity of the royal family is crucial to maintaining public trust and support.

What is the significance of the pressure on William to communicate the future of the royal family? The pressure on William to communicate the future of the royal family reflects the importance of leadership and vision in times of crisis.

What is the significance of the weight of the burden on the royal family’s reputation? The weight of the burden on the royal family’s reputation highlights the challenges facing the monarchy in the 21st century.

What is the significance of the support of the King for the investigation? The support of the King for the investigation demonstrates his commitment to transparency and accountability.

What is the significance of the need for the law to take its course? The need for the law to take its course underscores the importance of due process and the rule of law.

What is the significance of the couple’s support for the King’s statement? The couple’s support for the King’s statement demonstrates their unity and commitment to the monarchy.

What is the significance of the changes that William may make to the monarchy? The changes that William may make to the monarchy could have a profound impact on its future.

What is the significance of the need for public opinion to be favorable? The need for public opinion to be favorable highlights the importance of maintaining public trust and support.

What is the significance of the deference towards members of the monarchy? The deference towards members of the monarchy is a long-standing tradition that helps sustain the institution.

What is the significance of the arrest threatening all that? The arrest threatens all that, as it raises questions about the integrity and legitimacy of the monarchy.

What is the significance of the former duke being held after an early raid? The former duke being held after an early raid demonstrates the seriousness of the investigation.

What is the significance of the detectives probing Andrew’s conduct as a trade envoy? The detectives probing Andrew’s conduct as a trade envoy is a key aspect of the investigation.

What is the significance of the emails suggesting Andrew may have shared confidential information? The emails suggesting Andrew may have shared confidential information are crucial evidence in the case.

What is the significance of Andrew stepping down in 2011? Andrew stepping down in 2011 was a response to the initial controversy surrounding his relationship with Epstein.

What is the significance of the emails being released by the US Department of Justice? The emails being released by the US Department of Justice has brought new scrutiny to the case.

What is the significance of the allegations of sexual offences? The allegations of sexual offences are a separate but related issue that is also being investigated.

What is the significance of Andrew denying any wrongdoing? Andrew denying any wrongdoing does not negate the evidence against him.

February 22, 2026 0 comments
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Sport

Prendergast Dropped: Crowley Starts at 10 for Ireland

by Chief Editor February 19, 2026
written by Chief Editor

Ireland Prepare for England Clash: Team News and Key Talking Points

Ireland are gearing up for a crucial Six Nations showdown with England at Twickenham on Saturday, February 21st. Andy Farrell has named his team, with several changes from last week’s victory over Italy. The team announcement came at 11am, with Jack Crowley and Jamison Gibson-Park promoted to the starting lineup.

Farrell’s Selection: A New Look for Ireland

The Ireland squad to face England is as follows: Jamie Osborne; Robert Baloucoune, Garry Ringrose, Stuart McCloskey, James Lowe; Jack Crowley, Jamison Gibson-Park; Jeremy Loughman, Dan Sheehan, Tadhg Furlong; Joe McCarthy, James Ryan; Tadhg Beirne, Josh van der Flier, Caelan Doris (capt). Replacements are Rónan Kelleher, Tom O’Toole, Finlay Bealham, Nick Timoney, Jack Conan, Craig Casey, Ciaran Frawley, and Tommy O’Brien.

Notably, Sam Prendergast has been left out of the matchday 23 altogether, with Ciarán Frawley taking his place on the bench. What we have is a significant shift, as Prendergast had started Ireland’s last four games.

As Gerry Thornley notes, the changes reflect rewarding strong performances from the Italy game, with Crowley and Gibson-Park earning starting spots.

England’s Lineup and Key Changes

Steve Borthwick announced England’s team earlier in the week, making three changes from the side that lost to Scotland. Henry Pollock will make his first England start at number eight, with Tom Curry shifting to blindside and Ollie Lawrence starting at outside centre. England have opted for a 6-2 split on the bench, with Jack van Poortvliet and Marcus Smith providing cover for the backline.

England’s team is: Freddie Steward, Tommy Freeman, Ollie Lawrence, Fraser Dingwall, Henry Arundell; George Ford, Alex Mitchell; Ellis Genge, Luke Cowan-Dickie, Joe Heyes; Maro Itoje (capt), Ollie Chessum; Tom Curry, Ben Earl, Henry Pollock. Replacements are Jamie George, Bevan Rodd, Trevor Davison, Alex Coles, Guy Pepper, Sam Underhill, Jack van Poortvliet, and Marcus Smith.

Henry Arundell will be available despite receiving two yellow cards against Scotland, with the powers that be deeming his sending off sufficient punishment.

Building Momentum: Ireland’s Perspective

Jamie Osborne expressed Ireland’s excitement about facing England, stating, “England at Twickenham, you’ve seen how good they’ve been recently at home. They’re a team with very high confidence and we’re probably a team that is starting to build now.” He added, “I can’t wait to get stuck into them if I am selected. I think we’re building something good here.”

Andy Farrell echoed this sentiment, saying, “Games between the two sides have been nip and tuck over recent times and there’s great familiarity and respect across both camps. We know their strengths and our aim is to deliver the best version of ourselves to put us in a position to get the performance that we want.”

What to Watch For: Key Battles at Twickenham

The match promises a fierce contest, with both teams looking to regain momentum in the Six Nations. Ireland will be looking to build on their win against Italy, even as England will be eager to bounce back from their defeat to Scotland.

FAQ

When is the match? The match is on Saturday, February 21st, with a 2.10pm kick-off.

Where is the match being played? The match is being played at Twickenham Stadium.

Who is the Ireland captain? Caelan Doris is the captain of the Ireland team.

Who is the England captain? Maro Itoje is the captain of the England team.

Stay Connected

Join The Irish Times Rugby WhatsApp channel for the latest Six Nations news. You can also sign up to Gerry Thornley’s Counter Ruck newsletter for in-depth analysis.

February 19, 2026 0 comments
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Prendergast Out: Crowley to Start for Ireland vs England

by Chief Editor February 18, 2026
written by Chief Editor

Jack Crowley Set to Lead Ireland’s Charge Against England

Ireland are poised to name Jack Crowley at out-half for Saturday’s Six Nations clash with England at Twickenham, with a likely return to the starting lineup for Jamison Gibson-Park. The anticipated selection follows a hard-fought 20-13 victory over Italy, where Ireland trailed at half-time for the first time ever in the Six Nations.

Crowley’s Rising Influence and Farrell’s Backing

The 26-year-old Munster fly-half has been steadily impressing, and his involvement in the attack that led to Rob Baloucoune’s attempt against Italy – described by head coach Andy Farrell as “as decent a try as we’ve ever scored” – signals a growing confidence in his abilities. Crowley as well successfully landed both of his kicks at goal during the match.

Farrell publicly defended Crowley and Sam Prendergast against criticism on social media, urging “keyboard warriors” to reconsider their comments. He emphasized that setbacks are a natural part of the development process for young players like Crowley and Prendergast.

Prendergast’s Role and Frawley’s Versatility

Sam Prendergast, who started at out-half last weekend, is expected to miss out on the matchday 23. Ciarán Frawley’s versatility – covering out-half, centre, and fullback – makes him a valuable asset on the bench. While Prendergast showed promise against Italy, missed conversions may have contributed to the decision.

Changes in the Pack and Sexton’s Insights

The Irish pack is also expected to see changes. While speculation suggested a complete overhaul of the front row, it’s more likely that Jeremy Loughman and Dan Sheehan will retain their starting positions, with Tadhg Furlong promoted from the bench. Tadhg Beirne is pushing for a start, and Josh van der Flier may return to the matchday 23, alongside Finlay Bealham.

Former Ireland captain Johnny Sexton noted that Prendergast had the ball “on a string” for much of his performance against France, but a rushed kick may have impacted his confidence. Sexton also praised Crowley’s energy and decision-making against Italy, suggesting his challenge will be to replicate that performance from the start against England.

Potential Ireland Lineup

IRELAND (possible v England): Jamie Osborne; Robert Baloucoune, Garry Ringrose, Stuart McCloskey, James Lowe; Jack Crowley, Jamison Gibson-Park; Jeremy Loughman, Dan Sheehan, Tadhg Furlong, James Ryan, Joe McCarthy, Tadhg Beirne, Josh van der Flier, Caelan Doris (capt). Replacements: Rónan Kelleher, Tom O’Toole, Finlay Bealham, Jack Conan, (two from Edwin Edogbo, Cormac Izuchukwu and Nick Timoney), Craig Casey, Ciarán Frawley.

FAQ

Q: Will Sam Prendergast play against England?
A: It is unlikely that Sam Prendergast will be included in the matchday 23.

Q: What role will Ciarán Frawley play?
A: Ciarán Frawley is expected to be named on the bench, providing cover for out-half, centre, and fullback.

Q: What did Andy Farrell say about the criticism of the players?
A: Andy Farrell urged those criticizing the players on social media to “cop on,” stating that setbacks are part of the learning process.

Q: How did Jack Crowley perform against Italy?
A: Jack Crowley landed both of his kicks at goal and was instrumental in a high-tempo attack that resulted in a try.

February 18, 2026 0 comments
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Six Nations In-Game Ads: Samsung & Virgin Atlantic See Engagement Boost Despite Fan Backlash | SportPro

by Chief Editor February 16, 2026
written by Chief Editor

The Six Nations Ad Break: A Risky Play for ITV and Brands?

ITV’s bold move to introduce in-game advertising during the 2026 Six Nations rugby tournament has sparked a debate about the future of sports broadcasting and the delicate balance between revenue generation and fan experience. While early data suggests a boost in engagement for initial advertisers Samsung and Virgin Atlantic, a significant backlash from viewers raises questions about the long-term viability of this strategy.

The Picture-in-Picture Experiment: Initial Results

For the first time, ITV is displaying split-screen advertisements during breaks in play just before scrums, a tactic previously unseen in UK rugby and football broadcasts. Samsung and Virgin Atlantic were the first to test this new “picture-in-picture” format. According to adtech firm Quantcast, Samsung saw a 13% increase in engagement, while Virgin Atlantic experienced an 18% uplift. These figures indicate that the ads are, at the very least, being noticed.

Fan Backlash: A Negative Sentiment

However, the positive engagement numbers are overshadowed by overwhelmingly negative sentiment from fans. Quantcast’s social listening data revealed that 63% of mentions regarding Samsung’s in-game ads were negative, with Virgin Atlantic facing an even harsher 80% negative reaction. Social media was rife with complaints, with terms like “boycott” and “annoying ads” trending during matches. YouGov research further supports this, finding that 59% of viewers held a net negative opinion of the new ad slot after the first round of fixtures.

The US Influence and Cultural Differences

ITV’s decision to experiment with in-game advertising is partly driven by the financial pressures of securing increasingly expensive broadcast rights. The broadcaster’s increased commitment to the Six Nations, becoming the senior broadcast partner with ten live matches, necessitated new revenue streams. This approach mirrors strategies employed by TV networks in the United States for years. However, as Nisha Ridout, marketing director at Quantcast, points out, “US style mid-action ad formats do not translate automatically and represent a cultural challenge.” UK sports fans appear to value the uninterrupted flow of the game, and are resistant to intrusions during live play.

Beyond Samsung and Virgin Atlantic: What’s Next for In-Game Ads?

The initial results suggest that simply achieving increased engagement isn’t enough. Brands must consider the potential damage to their reputation and the overall fan experience. The key takeaway for advertisers is that visibility must be balanced with respect for the viewing experience. A data-led approach, focusing on identifying receptive moments rather than simply interrupting the action, is crucial.

The success of future in-game advertising initiatives will likely depend on finding less intrusive formats and carefully timing ad placements. Potential alternatives could include sponsored moments, such as a “powered by” segment during a water break (though no such breaks are currently planned for the Six Nations), or integrating branded content into pre- or post-match analysis.

The Free-to-Air Dilemma

ITV and the BBC’s commitment to keeping the Six Nations free-to-air is a significant factor in this equation. As a free-to-air broadcaster, ITV relies heavily on advertising revenue. The introduction of in-game ads is a direct response to this financial reality, and a way to justify its increased investment in the tournament. However, the broadcaster must tread carefully to avoid alienating its audience and jeopardizing the long-term value of its free-to-air offering.

Frequently Asked Questions

Q: What is picture-in-picture advertising?
A: It’s a new ad format where commercials are displayed on the right side of the screen during a break in play, while the live game continues on the left.

Q: Which brands were the first to trial this ad format?
A: Samsung and Virgin Atlantic were the first brands to employ the picture-in-picture ads during the 2026 Six Nations.

Q: What did the data say about fan reaction?
A: YouGov research showed 59% of viewers had a net negative opinion of the new ad slot, while Quantcast data revealed significant negative sentiment towards both Samsung and Virgin Atlantic’s ads on social media.

Q: Will ITV continue with in-game advertising?
A: It’s currently unclear. The initial results suggest ITV will need to carefully consider fan feedback and explore alternative ad formats to maximize revenue without alienating its audience.

Did you understand? The split-screen advertising format has been used in the United States for several years, but this is the first time it’s been trialled by commercial broadcasters of rugby and football in the UK.

Pro Tip: Brands considering in-game advertising should prioritize data-driven insights and focus on creating ads that enhance, rather than disrupt, the viewing experience.

What are your thoughts on in-game advertising? Share your opinion in the comments below!

February 16, 2026 0 comments
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Ireland vs [Opponent] – Match Report & Result | Irish Times

by Chief Editor February 14, 2026
written by Chief Editor

Johnny Watterson’s player ratings are in – there are a sprinkling of fives and sevens, so a decidedly mixed bag of a day for Andy Farrell’s charges.

[ Irish player ratings as Stuart McCloskey shinesOpens in novel window ]


Andy Farrell with Italy head coach Gonzalo Quesada before the game. Photograph: Niall Carson/PA Wire

Andy Farrell acknowledged it was “a hell of a test match,” noting the need to address errors but praising the team’s “unbelievable character” to overcome a strong Italian side. He highlighted Italy’s improved resilience, stating, “They don’t travel away like they used to do, that’s for sure.”

Farrell specifically commended the scrum’s performance under pressure, calling it “immense,” and expressed “unbelievable pride” in the team’s fighting spirit, particularly during Italy’s late surge.


The Crowley Question

Discussion centers on whether Jack Crowley’s performance has earned him a starting position for the upcoming match against England. Peter O’Mahoney observed that Crowley “did himself no harm,” making decisions quickly and effectively. Conor Murray echoed this sentiment, stating Crowley “fitted in to the system” and executed his role efficiently. Rob Kearney, however, noted a contrast in confidence levels between Crowley and Sam Prendergast, pointing out Crowley’s successful kicks compared to Prendergast’s missed opportunities.


Jack Crowley celebrates with Robert Baloucoune after Baloucoune scored Ireland's third try against Italy. Photograph: Ben Brady/INPHO
Jack Crowley celebrates with Robert Baloucoune after Baloucoune scored Ireland’s third try against Italy. Photograph: Ben Brady/INPHO

Rob Kearney similarly highlighted the psychological aspect, suggesting Ireland were “nervy” due to recent criticism, while Crowley appeared confident. He emphasized the impact of the bench, particularly the change at scrum-half and out-half, in shifting the game’s tempo.


Captain’s Perspective

Captain Caelan Doris acknowledged a “proper battle,” praising the team’s character during a period of intense Italian pressure. He noted areas for improvement in clinical finishing and discipline but expressed satisfaction with the result as a “quality springboard” for the England match. Doris emphasized the team’s intent, particularly in the second half, and the need to learn from areas where they fell short.


Man of the Match

Robert Baloucoune, named man of the match, expressed his delight at making his Six Nations debut and scoring a try, stating he was encouraged by Andy Farrell to “express myself.”


Final Score: Ireland 20, Italy 13

The match concluded with a James Lowe interception preventing a likely Italian score. Rob Kearney commented that Ireland were “lucky,” acknowledging Italy’s strong performance but noting their missed opportunities.


Late Game Intensity

The final minutes were marked by intense Italian pressure, with Rory Best on ITV highlighting the impact of the bench and the speed and certainty Crowley brought to the game. The scrum, however, remained a concern.


Debut and Impact

Edwin Edogbo made his international debut, replacing James Ryan.


Penalty and Pressure

Italy narrowed the gap with a penalty from Alessandro Garbisi. Tom O’Toole replaced Jeremy Loughman.


Crowley’s Penalty

Jack Crowley extended Ireland’s lead with a penalty, marking a significant improvement in their performance.


Baloucoune’s Try

Robert Baloucoune scored a try, converted by Jack Crowley, shifting the momentum in Ireland’s favor.


Second-Half Changes

Ronan Kelleher, Tadhg Beirne, and Jamison Gibson-Park entered the game, replacing Dan Sheehan, Joe McCarthy, and Craig Casey.


Disallowed Try

An Italian try was disallowed due to a forward pass.


Conan’s Try

Jack Conan scored a try, providing Ireland with a strong start to the second half. Prendergast missed the conversion.


Half-Time: Ireland 5, Italy 10

Italy’s Monty Ioane faced potential disciplinary action for a punch thrown at James Ryan. The team went into the break with Italy leading.


First-Half Summary

Ireland was fortunate to be only 10-5 down, with Italy largely dominating the first half. Stuart McCloskey’s turnover prevented another Italian try.


Penalty to Italy

Italy won a penalty after dominating Ireland’s scrum.


Osborne’s Try

Jamie Osborne scored a try for Ireland.


Yellow Card

Louis Lynagh received a yellow card for a deliberate knock-on.


Early Exchange

Ireland had a solid start to the scrum, with Sam Prendergast kicking to the 22.


Teams

IRELAND: Jamie Osborne; Robert Baloucoune, Garry Ringrose, Stuart McCloskey, James Lowe; Sam Prendergast, Craig Casey; Jeremy Loughman, Dan Sheehan, Thomas Clarkson; Joe McCarthy, James Ryan; Cormac Izuchukwu, Caelan Doris (capt), Jack Conan.

Replacements: Rónan Kelleher, Tom O’Toole, Tadhg Furlong, Edwin Edogbo, Tadhg Beirne, Nick Timoney, Jamison Gibson-Park, Jack Crowley.

ITALY: Lorenzo Pani; Louis Lynagh, Tommaso Menoncello, Leonardo Marin; Monty Ioane; Paolo Garbisi, Alessandro Fusco; Danilo Fischetti, Giacomo Nicotera, Simone Ferrari; Niccolo Cannone, Andrea Zambonin; Michele Lamaro (capt), Manuel Zuliani, Lorenzo Cannone.

Replacements: Tommaso di Bartolomeo, Mirco Spagnolo, Muhamed Hasa, Federico Ruzza, Riccardo Favretto, David Odiase, Alessandro Garbisi, Paolo Odogwu.


February 14, 2026 0 comments
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Sport

Ireland vs Wales: Farrell Names Team With Six Changes

by Chief Editor February 12, 2026
written by Chief Editor

Ireland’s Rugby Reset: Navigating Challenges and Charting a Course for Success

The dust is still settling from Ireland’s opening Six Nations defeat to France, but the questions are already mounting. A narrative of potential decline is emerging, fueled by criticism and shifting opinions, as highlighted by recent analysis. The team’s performance in Paris has prompted a re-evaluation of Ireland’s current approach and a search for solutions to reignite their championship ambitions.

The Shifting Landscape of Celtic Rugby

Ireland finds itself in a challenging position alongside Scotland and Wales, all having suffered opening-round losses. This marks the first time since 2000 that all three Celtic nations have lost their opening Six Nations matches, raising concerns about the overall competitiveness of the region. The pressure is on to turn things around quickly.

Team Selection and Emerging Talent

Andy Farrell has made six changes to the starting XV for the upcoming match against Italy, including the inclusion of Munster second-row Edwin Edogbo, who is in line for his Test debut. Ulster players Robert Baloucoune and Cormac Izuchukwu have also been named in the starting team, while James Lowe returns on the wing. Craig Casey will partner Sam Prendergast at half-back. The selection demonstrates a willingness to experiment and integrate new talent into the squad.

The return of Tadhg Furlong from injury provides a boost to the front row options, and Tom O’Toole’s inclusion offers versatility. Farrell has apparently been encouraging O’Toole to train on both sides of the scrum, showcasing a strategic approach to player development.

The OODA Loop and Tactical Adjustments

Analysis suggests that Ireland’s current style of play may not be optimally suited to the players at their disposal. The concept of the OODA Loop (Observe, Orient, Decide, Act) – a military strategy – has been applied to Ireland’s performance, highlighting a potential disconnect between observing opportunities and effectively exploiting them. Adapting the tactical approach to better utilize the team’s strengths will be crucial.

A Broadening Appeal and the Future of Irish Rugby

The debate surrounding the influx of “seasonal rugger buggers” into pubs during the Six Nations underscores the need to broaden the appeal of rugby in Ireland. Balancing the enthusiasm of new fans with the loyalty of long-time supporters is essential for the sport’s continued growth and sustainability.

Hollie Davidson’s Historic Milestone

Saturday’s game will be a landmark moment for the tournament as Hollie Davidson becomes the first woman to referee a men’s Six Nations fixture. Her journey through the sport, marked by overcoming abuse and sexism, is a testament to her resilience and dedication. This historic appointment signals a positive step towards greater inclusivity in rugby.

Italy’s Rising Threat

Italy will arrive in Dublin with confidence after their victory over Scotland. Their improved performance poses a significant challenge to Ireland, and Farrell’s team will need to be at their best to secure a win. Italy have named their team, featuring Lorenzo Pani at fullback and Paolo Garbisi at fly-half.

World Rugby Rankings Update

Following the opening round of fixtures, there has been some movement in the World Rugby rankings. France has climbed above Ireland to fourth, while Italy has jumped ahead of Scotland to ninth. The Springboks remain at the top, followed by the All Blacks and England.

FAQ

  • Who is the captain of the Ireland team? Caelan Doris.
  • Who is making their Test debut for Ireland? Edwin Edogbo.
  • Who is the first woman to referee a men’s Six Nations match? Hollie Davidson.
  • What is the OODA Loop? A military strategy (Observe, Orient, Decide, Act) used to analyze decision-making processes.

Pro Tip: Keep an eye on the performance of the Ulster players – Robert Baloucoune and Cormac Izuchukwu – as they make their starting debuts for Ireland.

Did you know? Edwin Edogbo is the first player from Cobh Pirates to be selected for the Irish national team.

Stay tuned for further updates and analysis as we approach Saturday’s crucial match between Ireland and Italy. Share your thoughts and predictions in the comments below!

February 12, 2026 0 comments
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Sport

Milan-Cortina 2026 & Six Nations: Latest Viewership Figures

by Chief Editor February 10, 2026
written by Chief Editor

The Shifting Landscape of Sports Viewership: A Deep Dive into 2026 Trends

The sports media world is undergoing a dramatic transformation. Recent data from February 2026 reveals a complex picture of evolving viewership habits, with traditional broadcasters battling streaming services and niche leagues vying for attention. The opening weekend of the Milan-Cortina Winter Olympics, for example, averaged 28.5 million viewers across NBC, Peacock, and digital platforms – the most-watched Winter Olympics broadcast in 12 years, a 92% increase from the Beijing 2022 opening Saturday.

The Rise of Streaming and Digital Platforms

Streaming is no longer a secondary option; it’s a primary driver of sports viewership. The Milan-Cortina Olympics saw an average of 4.1 million viewers streaming, with a record 1.3 billion minutes streamed in a single day. Peacock, in particular, is becoming a key player, with the opening ceremony averaging over three million viewers – the most-streamed opening ceremony for any Winter Olympics. This trend is mirrored across other sports. ESPN’s Australian Open coverage saw a 29% year-over-year increase in viewership, with the men’s final averaging 730,000 viewers.

However, fragmentation is a key challenge. Although overall viewership numbers can be high, they are spread across numerous platforms. This necessitates a multi-platform strategy for broadcasters and leagues.

Traditional TV Still Holds Weight, But Faces Challenges

Despite the surge in streaming, traditional television remains significant. ITV’s coverage of England’s Six Nations rugby match peaked at five million viewers, marking the network’s highest peak audience of the year. France Televisions also saw record viewership for the France vs. Ireland Six Nations opener, averaging 7.24 million viewers. However, even established events are not immune to shifts. The NFL’s Pro Bowl Games experienced an all-time low, averaging just two million viewers.

Niche Sports and Leagues: Opportunities for Growth

While major events dominate headlines, niche sports are finding opportunities to grow their audiences. League One Volleyball (LOVB) is experiencing significant growth, averaging 108,000 viewers as of February 4th, a 46% year-over-year increase. What we have is attributed to its partnership with USA Network and the delivery of its largest regular season audiences. Similarly, the Uefa Women’s Champions League has seen a 164% increase in live viewership with its new league phase.

However, not all new leagues are experiencing success. Unrivaled, a three-on-three basketball league, is down 44% in viewership year-over-year, and TGL, an indoor golf league, is down 37%. This highlights the importance of compelling content and effective marketing.

International Viewership: A Global Audience

Sports are increasingly a global phenomenon. The Milan-Cortina Olympics attracted significant international viewership, with France Televisions averaging six million viewers for the opening ceremony and Rai in Italy reaching 9.3 million. In Canada, CBC/Radio-Canada platforms drew 16 million viewers. This underscores the necessitate for localized content and distribution strategies.

The Impact of Data and Analytics

Data analytics are becoming crucial for understanding viewership patterns and optimizing content delivery. Broadcasters and leagues are leveraging data to personalize viewing experiences, target advertising, and identify emerging trends. The ability to track viewership across multiple platforms is essential for measuring the true reach of events and maximizing revenue.

Looking Ahead: Key Trends to Watch

Continued Growth of Streaming

Streaming will continue to gain market share, driven by the increasing availability of high-speed internet and the convenience of on-demand viewing. Expect to see more exclusive content and innovative streaming formats.

The Bundling of Sports Packages

As the cost of accessing multiple streaming services rises, bundling of sports packages is likely to become more common. This will provide consumers with a more affordable and convenient way to access their favorite sports.

The Rise of Interactive Viewing Experiences

Interactive features, such as live polls, quizzes, and augmented reality, will enhance the viewing experience and increase engagement. Expect to see more integration of social media and gaming elements.

Personalized Content Recommendations

AI-powered recommendation engines will become increasingly sophisticated, delivering personalized content recommendations based on individual viewing habits and preferences.

FAQ

Q: Is traditional TV dying?
A: No, but its role is evolving. Traditional TV still attracts large audiences for major events, but streaming is rapidly gaining ground.

Q: What is driving the growth of streaming?
A: Convenience, on-demand access, and the increasing availability of high-speed internet are key drivers.

Q: Are niche sports viable in the current media landscape?
A: Yes, but they need to focus on building a dedicated fan base and leveraging digital platforms.

Q: How important is data analytics in sports media?
A: Crucial. Data analytics provide insights into viewership patterns, enabling broadcasters and leagues to optimize content and maximize revenue.

Did you know? The 2026 Milan-Cortina Winter Olympics opening ceremony was the most-streamed opening ceremony of any Winter Olympics, averaging over three million viewers on Peacock.

Pro Tip: For sports leagues and broadcasters, a multi-platform strategy is no longer optional – it’s essential for reaching a wider audience and maximizing revenue.

What are your thoughts on the future of sports viewership? Share your predictions in the comments below!

February 10, 2026 0 comments
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Sport

Irish rugby bickering is a collision between blowhards and blow-ins – The Irish Times

by Chief Editor February 9, 2026
written by Chief Editor

The Shifting Sands of Rugby Fandom: Beyond the Wax Jackets and Bandwagons

The recent exchange of letters in The Irish Times, sparked by Pat Burke Walsh’s observations on “seasonal rugger buggers,” highlights a long-standing tension within rugby: the relationship between its traditional, often elitist base and the newer, more casual fans drawn in by recent successes. This isn’t merely a matter of social snobbery; it’s a crucial question for the sport’s future, particularly as Ireland navigates a period of challenging results.

The Rise of the Bandwagon and the Commercial Imperative

Rugby’s professionalization demanded a broader appeal. As the article points out, the advent of the Heineken Cup and Ireland’s improved performance coincided with an influx of new fans. This was a “commercial imperative,” a necessity for the sport to thrive. However, these “bandwagon-jumpers,” while welcomed for their financial contribution, were often viewed with suspicion by long-time supporters.

The Munster example illustrates this dynamic perfectly. The province’s success in the Heineken Cup attracted a surge of new fans, many of whom became deeply invested in the team. However, as Munster’s fortunes waned, so too did the attendance at their European games, demonstrating the fickle nature of some support.

Ignorance as the Great Equaliser – and a Marketing Opportunity

A fascinating point raised is that “ignorance in rugby is the great equaliser.” The complexity of the game means that even seasoned fans often struggle to fully understand every decision. This creates a unique environment where informed debate and casual observation can coexist. The increasing transparency – miked-up referees and explanations of decisions – acknowledges this need for clarity and caters to a wider audience.

Pro Tip: Don’t be afraid to ask questions! Rugby has a steep learning curve, and most fans are happy to share their knowledge.

The Impact of Recent Setbacks on TV Audiences

Ireland’s recent defeats – a “concussive few days” as described in the article – are already impacting viewership. The 17% drop in peak viewership for the France game, from 1.4 million to 1.1 million, suggests that fair-weather fans are already beginning to drift away. This is a critical moment for Irish rugby. Will the core support remain loyal, or will the recent poor performances trigger a more significant decline in interest?

Beyond the Numbers: Loyalty vs. Performance

While TV audiences and match attendance are important metrics, they don’t tell the whole story. Club-level support, driven by habit and loyalty, is likely to be more resilient. The IRFU’s pricing policies may test the limits of even the most dedicated fans, but a core base will likely endure. The real question is whether rugby can convert a significant portion of the “bandwagon-jumpers” into long-term, committed supporters.

Did you know? In 2016, Ireland’s Six Nations game against France attracted an audience of 672,000, compared to 920,000 (peaking at 1.4 million) last year, demonstrating the growth in viewership during periods of success.

The Future of Rugby Fandom: Cultivating Commitment

The challenge for rugby isn’t simply attracting new fans; it’s fostering a genuine connection that transcends short-term results. This requires continued investment in grassroots development, accessible explanations of the game’s complexities, and a commitment to creating a welcoming environment for all supporters. The sport needs to move beyond relying on fleeting success and build a sustainable fan base rooted in a shared passion for the game.

FAQ

Q: What is a “seasonal rugger bugger”?
A: A term used to describe fans who only show interest in rugby during the Six Nations or other major tournaments.

Q: Is rugby becoming less popular in Ireland?
A: Recent TV viewership figures suggest a slight decline, but it’s too early to draw definitive conclusions. The long-term trend will depend on Ireland’s performance and the sport’s ability to retain new fans.

Q: Why is rugby considered a complex sport?
A: The numerous laws, intricate set pieces (scrums and lineouts), and tactical nuances produce rugby a challenging game to fully understand.

Q: What is the significance of knowing the “laws” of rugby?
A: It’s a point of pride among knowledgeable fans to refer to the rules as “laws,” demonstrating a deeper understanding of the game’s traditions.

What are your thoughts on the future of Irish rugby? Share your opinions in the comments below!

February 9, 2026 0 comments
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