Steve Borthwick urges his England players to attract a new dynasty of rugby fans on summer tour of Japan and New Zealand... as he hails 'incredible' Three Lions boss Gareth Southgate ahead of Euro 2024

England coach Steve Borthwick has urged his team to attract a new dynasty of fans by making history this summer after discussing the ‘privilege’ of leading his country with Gareth Southgate.

Both Borthwick and his England football counterpart Southgate are set for a big few weeks ahead in different hemispheres.

Southgate’s team begin their EURO 2024 campaign against Serbia on Sunday while England’s rugby side are in Japan ahead of their summer opener in Tokyo on Saturday.

‘I have spoken to Gareth a couple of times and exchanged a number of WhatsApp’s,’ said Borthwick.

‘He has got incredible experience in the understanding of preparing a team at the top of international sport. I know (rugby captain) Jamie (George) and the players will be sending a message and we wish them all the best and hopefully a very successful European Championships.

‘It’s a discussion I’ve had with a number of top coaches about what a privilege it is to be able to work with a team like this going into big teams and big tournaments.

‘That’s special and privileged is the best word I can use to describe it. I want this experience with the England team to be the time of their life for the players.

‘I want them to have a great time as well as winning Test matches.’

England’s rugby stars have been given the green light to watch the country’s football matches this summer, although the cross-hemisphere time difference may make that difficult.

‘We’ll make sure the players have access to it while also prioritising our preparation. We’ve got a number of very keen football players in the squad,’ Borthwick said.

England face Japan – now coached by their former boss Eddie Jones – on Saturday before travelling to New Zealand for two huge Tests with the All Blacks.

The Japan game will be the first England senior international not to be broadcast on mainstream television in more than two decades.

With no firm interest in the match from traditional broadcasters, it will be shown instead on RugbyPass TV which is owned by World Rugby, the game’s governing body.

When asked whether that was a concern for the marketing clout of English rugby, Borthwick pointed out he has urged his players to embrace the social media age to grow their profile and that of the team. ‘I spoke with a group of players and clearly we want to make sure we help rugby grow in this country,’ Borthwick said.

‘One of the challenges we have is in the younger age groups and their attention on rugby. I am encouraging the players to find different ways to connect with those younger age groups.

‘We have got some great role models in this team, so the more exposure we can have, the better. The No 1 thing we can do is build a successful England team.

‘That is what we are striving to. At the same time, having positive role models is really important to me and this England team. 

In Jamie, we have a captain who is a really positive role model and we intend in this series to take another step forward in building a successful team.’

In the likes of Marcus Smith, Tommy Freeman and Immanuel Feyi-Waboso – among others – England have a new generation of players coming through.

It is understood England’s stars have access to a media library of pictures and video provided by the RFU from which they can take content to use on social media.

It has also been noticeable that since landing in Japan, England’s players have posted more behind-the-scenes content from the Far East including trips to watch sumo wrestling and unusual animal cafes. 

‘The RFU has been really supportive with other aspects we are looking at to increase the eyes on the team and also increase the influence of the players,’ Borthwick said.

‘This is a very diverse England team and it is a young England team that has an ability to connect with people that follow media in different ways.’