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The RFU update on Twickenham redevelopment and rising ticket prices

A general view inside the stadium before the Guinness Six Nations Rugby Championship match between England and Ireland at Twickenham Stadium in London, England. (Photo By Harry Murphy/Sportsfile via Getty Images)

The RFU are going through the “planning phases” for the scheduled redevelopment of Twickenham, with chief executive Bill Sweeney saying the stadium “needs upgrading”.

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Plans to redevelop Twickenham were revealed in February after the RFU rejected a proposal to make Wembley the home of England rugby, but Sweeney recently confirmed that any work will not start until 2027.

This is a move to make the 82,000-capacity stadium, originally built in 1909, “fit for purpose”.

“The stadium needs upgrading,” Sweeney said at the Impact ’25 launch on Tuesday.

“It has to be fit for purpose because it’s such an important revenue generator for us. There’s a stadium master planning steering group which reports into the RFU board. We’re going through all the planning phases and various different options but you won’t see development or work on the stadium until about 2027.”

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Twickenham, and more specifically the cost to attend matches there, has been under the microscope recently after The Times reported that England’s clash with the All Blacks in November will see the RFU charge its highest-ever prices for a ticket outside of the World Cup.

While Sweeney said that this is something they are “conscious” of, he added that there is no immediate solution, and explained why these price rises have happened.

“On the one hand, it is market forces,” he said.

“Our own utility bill at Twickenham went from 2.5m to 7.2m in a year and that was unbudgeted. Costs are absolutely rocketing at the moment. We’re a business in the sense that we eventually have to deliver profit that we invest back in the game.

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“We take it very seriously, in terms of the level of ticket pricing. What you’re seeing there is a reflection of what’s happening other parts of society in having to increase your prices.

“It’s very easy to say ‘reduce your prices, make it more widely available and bring in a different demographic’. The way ticketing is structured within the RFU, it’s very difficult to influence that.

“Within the articles of association of the RFU, 51 percent of tickets are allocated to the clubs. Debentures account for 20%, 15% goes to the visiting team. 10% is for commercial partners, so you have a very small percentage that you can actually go to market with in order to change the demographic. It’s something we’re conscious of but there’s no immediate, obvious solution to that.

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AllyOz 19 hours ago
Does the next Wallabies coach have to be an Australian?

I will preface this comment by saying that I hope Joe Schmidt continues for as long as he can as I think he has done a tremendous job to date. He has, in some ways, made the job a little harder for himself by initially relying on domestic based players and never really going over the top with OS based players even when he relaxed his policy a little more. I really enjoy how the team are playing at the moment.


I think Les Kiss, because (1) he has a bit more international experience, (2) has previously coached with Schmidt and in the same setup as Schmidt, might provide the smoothest transition, though I am not sure that this necessarily needs to be the case.


I would say one thing though about OS versus local coaches. I have a preference for local coaches but not for the reason that people might suppose (certainly not for the reason OJohn will have opined - I haven't read all the way down but I think I can guess it).


Australia has produced coaches of international standing who have won World Cups and major trophies. Bob Dwyer, Rod Macqueen, Alan Jones, Michael Cheika and Eddie Jones. I would add John Connolly - though he never got the international success he was highly successful with Queensland against quality NZ opposition and I think you could argue, never really got the run at international level that others did (OJohn might agree with that bit). Some of those are controversial but they all achieved high level results. You can add to that a number of assistants who worked OS at a high level.


But what the lack of a clear Australian coach suggests to me is that we are no longer producing coaches of international quality through our systems. We have had some overseas based coaches in our system like Thorn and Wessels and Cron (though I would suggest Thorn was a unique case who played for Australia in one code and NZ in the other and saw himself as a both a NZer and a Queenslander having arrived here at around age 12). Cron was developed in the Australian system anyway, so I don't have a problem with where he was born.


But my point is that we used to have systems in Australia that produced world class coaches. The systems developed by Dick Marks, which adopted and adapted some of the best coaching training approaches at the time from around the world (Wales particularly) but focussed on training Australian coaches with the best available methods, in my mind (as someone who grew up and began coaching late in that era) was a key part of what produced the highly skilled players that we produced at the time and also that produced those world class coaches. I think it was slipping already by the time I did my Level II certificate in 2002 and I think Eddie Jones influence and the priorities of the executive, particularly John O'Neill, might have been the beginning of the end. But if we have good coaching development programmes at school and junior level that will feed through to representative level then we will have


I think this is the missing ingredient that both ourselves and, ironically, Wales (who gave us the bones of our coaching system that became world leading), is a poor coaching development system. Fix that and you start getting players developing basic skills better and earlier in their careers and this feeds through all the way through the system and it also means that, when coaching positions at all levels come up, there are people of quality to fill them, who feed through the system all the way to the top. We could be exporting more coaches to Japan and England and France and the UK and the USA, as we have done a bit in the past.


A lack of a third tier between SR and Club rugby might block this a little - but I am not sure that this alone is the reason - it does give people some opportunity though to be noticed and play a key role in developing that next generation of players coming through. And we have never been able to make the cost sustainable.


I don't think it matters that we have an OS coach as our head coach at the moment but I think it does tell us something about overall rugby ecosystem that, when a coaching appointment comes up, we don't have 3 or 4 high quality options ready to take over. The failure of our coaching development pathway is a key missing ingredient for me and one of the reasons our systems are failing.

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