CHRIS FOY: The battle for rugby's soul begins and changes are needed

What has become clear in the last week is that a battle for rugby’s soul is looming. Any desire for profound innovation and reform will be met by a fierce traditionalist backlash.

There is a general acceptance that change is needed, but a reluctance to give up on precious, age-old routines. 

First, a minor example. England lock Maro Itoje was asked what he made of the entertainment at the Super Bowl and he said: ‘I did see the half-time show. It would be amazing if somehow that could be replicated in rugby.  

'It was a spectacle. A lot of people are talking about how great the match was, but the half-time show brought a lot of eyes to the Super Bowl, so it is beneficial.’ 

Itoje is more than just a supreme sportsman — he is an intelligent man with a grasp of history, politics and commerce. He is also a client of the Roc Nation agency headed by American rapper Jay-Z.

And he is part of a new generation of players who wish to see rugby expand into untapped territories and appeal to a wider audience.

But that is a hard sell among the core, existing market. Just imagine if, at Twickenham on Saturday, half-time in the England v Wales match was extended to 45 minutes, to allow a performance from various singers and bands. 

It is safe to assume that the majority of the Barbour brigade would flee to the bars and bemoan the interruption.

At least the light shows which became a pre-match staple in Cardiff did not create a prolonged pause in the game. Rather, the spectacle was designed to draw supporters to their seats early. But gimmicks such as illuminating posts or cameras in changing rooms or in-game coach interviews are always met by resistance.

Rugby doesn’t like change. Just look at the response to Sportsmail’s story about