Few fixtures in rugby union carry the same weight as Le Crunch.
The rivalry between England and France stretches back more than a century and remains one of the sport’s most thrilling spectacles. The 100 matches since 1906 are famed for balancing traditional, intense English physicality against flair-filled French rugby.
The latest edition arrives this weekend as Le Blues host the Red Roses for the finale of the Six Nations. Despite England blowing their title shot in humiliating fashion with three defeats on the spin, they’ll be desperate to bounce back and spoil the party in Paris, where a French victory could secure the championship.
But away from the traditional rugby sphere, a new, maverick competition inspired by the rivalry is set to take place this year, one that will undoubtedly dismay the traditionalists and purists, but also reflects how audiences are now engaging with sport.
A new event called Crunch Creator will stage a France v England match in Bordeaux in May, blending social media personalities with former international players in a condensed format designed for both live and online audiences.
Among those involved is former England and Harlequins scrum-half Danny Care, who is set to help guide the English side alongside fellow former internationals Ugo Monye and Alex Goode.
Former France captain Thierry Dusautoir is among the figures linked to the project, which was started by French rugby creator Diego Sarthou, known online as DJaysonKaravane and followed by millions across social media platforms.
The match features 10 players per team playing three 20-minute periods, with four former professionals in each squad alongside content creators.
The event will undoubtedly have its sceptics, but there is clearly a market for it. Organisers say 20,000 tickets of the 40,000 available were sold within two hours of going on sale.
The event also plans a festival-style fan village, live entertainment and multi-platform streaming, including broadcasts via Twitch and French television network Canal+.
Winger turned pundit Monye said: “Rugby has always been about rivalry, atmosphere and bringing people together, and Crunch Creator is a really exciting way of presenting that in a new format.
“You’ve got creators who connect with millions of fans, mixed with former professionals who understand the game inside out. It’s fast, competitive and built for a modern audience.
“If this event brings new fans into rugby and shows them how entertaining the sport can be, that’s a really positive step.”
Monye’s comments touch on a wider challenge rugby union is grappling with. The sport is facing financial strain in several professional leagues and stagnating viewing figures in some markets, prompting questions about how it should evolve.
That uncertainty has already sparked talk of more radical ideas, including the proposed R360 breakaway competition, a privately backed franchise-style league operating outside the structures overseen by World Rugby.
While still speculative, the concept underlines how administrators, investors and players are increasingly exploring unprecedented avenues in an effort to revitalise the sport’s commercial future.
However, unlike R360, Crunch Creator is not attempting to prise players and viewers away from rugby union – it’s not even trying to replicate a traditional Test match environment.
Instead, the concept leans heavily into entertainment; shorter matches, online personalities with huge followings and creating an immersive experience in and around the match.
There seems to be no reason events like this can’t thrive alongside traditional rugby – especially if it attracts new audiences to the sport.