Chris Foy: As the battle for rugby’s soul begins, changes are needed to modernise the game

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.’

The Super Bowl half time show was a hit but there’s a  reluctance in rugby to give up on precious, age-old routines

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.

Maro Itoje would like to see a Super Bowl-style half-time show replicated in rugby 

Rugby doesn’t like change. Just look at the response to Sportsmail’s story about the prospect of South Africa joining the Six Nations from 2025. There was uproar on a massive scale.

While some argued that a promotion-and-relegation system was the better alternative, many just raged against the principle of a participating team from outside Europe. It was an outpouring in favour of the status quo; allowing for short-haul weekends away and neighbourly tribalism.

As ever, the commercial priorities of the powers-that-be do not necessarily chime with the wishes of the passionate hordes who fill the stadia.

Ignore the official denial — the option of bringing the Boks into the Six Nations will continue to be discussed at boardroom level. But if the authorities want to just overhaul tournaments and even organise Super Bowl-style half-time shows, they should know the game’s vocal majority of traditionalists won’t take it lying down.

The closest thing Rugby has to the Super Bowl entertainment is fire work displays