Henry Pollock wants more recognition. The 21-year-old rugby player, who has rapidly risen from second-tier rugby to the England national team and a British and Irish Lions tour selection, is aiming to become a crossover star in a sport that has struggled to produce mainstream icons since Jonah Lomu and Jonny Wilkinson.
Pollock has already signed with promoter Eddie Hearn's talent agency, which plans to boost his profile across mainstream media. According to YouGov, Pollock is recognized by 37% of the British public, ranking him second among current rugby players behind Owen Farrell. However, that figure pales compared to football stars like Jude Bellingham (71%).
Rugby's history of breakout stars is limited. After Lomu and Wilkinson, only a handful of players like Dan Carter, Siya Kolisi, and Brian O'Driscoll have achieved broad fame. Chris Thompson of We Know Rugby notes that rugby faces challenges in keeping stars visible year-round due to the split between club and international calendars.
But things may be changing. New investments in Premiership clubs, a Nations Championship with free-to-air TV deals, and a planned Club World Cup could increase exposure. Pollock's authenticity and social media savvy have already generated viral moments, from his reaction to the haka to TikTok dances with teammates.
Ilona Maher's success in building a massive following through engaging content shows that players can control their own spotlight. Thompson believes conditions are ripe for rugby to accelerate star-building: "There is no better time to build fame than now."
Pollock's fame has been supercharged by viral moments. His gurning response to the haka, his pulse-check try celebration, and his sock-pulling, try-scoring England debut showcase his unabashed enjoyment of the game. As part of a generation of 'digital natives,' he connects with a young online audience.
Eddie Hearn's promise to leverage expertise from other sports mirrors earlier attempts by Roc Nation to create rugby superstars. But now, with the right conditions, culture, and calendar, the sport may finally deliver on its potential.