SportBusiness.com

English rugby begins fight to restore reputation

England’s Rugby Football Union (RFU) has launched an initiative establishing its ‘Core Values’, in a bid to improve its image, which has been sorely damaged by scandals this year.

Reuters reports that the ‘Core Values task force’ was set up two years ago in response to concerns that standards of behaviour among players and spectators at all levels were falling. It will now attempt to enshrine in the game awareness and respect for teamwork, respect, enjoyment, discipline and sportsmanship.

Its efforts could not be more timely. Concerns about the game’s reputation reached a peak this summer with the fake blood scandal at the Harlequins club, bans for missed drug tests, cocaine-taking confessions at the Bath club and eye-gouging incidents at international matches.

"What has happened in the summer is not typical in the game. The Core Values launch would have happened anyway but what happened in the summer has given it added piquancy," said RFU Chief Executive Francis Baron.

"A major part of ensuring that this is taken up is the elite players. They are massive role models now and essential for embedding the core values."