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Rugby needs to embrace change, take risks and make difficult choices if it wants to build a new audience among the TikTok generation, according to the chief executive of private equity-backed Six Nations Rugby. 

Tom Harrison, a former professional cricketer, said that rugby, like many sports, was facing a period of transition as the long-standing model of relying on income from linear television, across free-to-air and pay TV, came to an end. 

Instead, rugby needed to explore new ways to reach fans, such as setting up dedicated streaming platforms, moving matches to different times of the day, and connecting with younger viewers who may prefer to interact via social media than watch a full 80-minute match on TV.

“We are really good at the sporting bit, what we’ve got to do is move towards entertainment,” said Harrison, conceding that some people may find that process “uncomfortable”.

“We’ve got time now to trial innovative bold new ideas that address some of the key challenges the game is facing.”

He said rugby was “learning a lot” about where to connect with younger people, and how to “distribute content in a way that means something to them”.

The Six Nations, European rugby’s top annual event, kicked off in Marseille on Friday night with France, the bookmakers’ early tip to win the trophy, losing to reigning champions Ireland 17-38.

Unlike in previous years, this year’s competition will not clash with domestic club rugby after changes to the calendar. For the tournament players will wear shirts with their names on the back, as has been common in football for many years.  

The tournament comes soon after the release of Six Nations: Full Contact, a behind-the-scenes documentary streaming on Netflix. Rugby executives hope the show will help the sport reach new fans in the same way Drive to Survive grew the international audience for Formula One. Tennis, golf and cycling have also turned to high-end documentaries to improve visibility in a sporting world increasingly dominated by football. 

“There are perceptions about rugby that need to be challenged”, said Harrison. In order to broaden the fan base to a more younger, diverse demographic, “it’s really important that fans understand the journey of a rugby player the first time they see or get contact with the game.”

The broadcast rights for the next four-year cycle of the Six Nations, which does not disclose its financial performance, are due to go out to tender soon. Recent deals in European football suggest that demand from traditional broadcasters for live sport has softened, while big streaming platforms have not stepped in to fill the gap. 

“It’s a challenging environment at the moment for media”, said Harrison. “There’s a lot less competition than there was in some of these core markets.”

Rugby union is grappling with a range of issues, including financial trouble at English clubs and falling participation in some of its traditional homes, such as England, New Zealand and Australia. The high-contact sport has also faced growing concerns over health risks.

Harrison’s comments about appealing to new fans echo those of other senior executives in the game. Rugby’s global governing body hopes that a new international league and a streamlined calendar will help growth in new markets and attract investment.

Increasing involvement from private equity investors in rugby is also adding to the need to widen the sport’s appeal. Alongside an up to £365mn investment in Six Nations, CVC Capital Partners also has stakes in Premiership Rugby and the United Rugby Championship, while US-based Silver Lake invested $200mn into the commercial operations of New Zealand Rugby.