World Rugby ask RugbyPass to delete image of Marcus Smith and Owen Farrell in nooses

World Rugby leant on its partnership with RugbyPass to ask for the removal of a social media post depicting Marcus Smith and Owen Farrell with nooses around their necks.

In a mocked-up image, which was deleted on Monday afternoon, RugbyPass had transposed the heads of Smith and Farrell onto the bodies of figures that were about to be hanged.

Apparently, this was an attempt to draw parallels between Kurt-Lee Arendse’s try for South Africa against England at the weekend and Cheslin Kolbe’s finish in the 2019 World Cup final.

In each instance, Farrell and Smith had been side-stepped by Springboks wings as they covered across in defence.

Numerous social media users questioned the taste of the graphic and it is believed that World Rugby was deeply concerned by the content, moving swiftly to ensure that it was taken down.

Last month, it was announced that World Rugby had acquired RugbyPass as part of a wide-ranging rights deal with Sky New Zealand. The global governing body explained in a press release that the deal “represents a landmark step in World Rugby’s strategic mission to grow the sport globally by accelerating its direct-to-consumer offering, including content, streaming and programming services.”

The same announcement stated that: “World Rugby does not intend to change RugbyPass’s authentic and impactful editorial tone, ensuring independence from the international federation’s existing corporate channels.” It seems, however, that the tone of this post drew World Rugby into action.

“World Rugby’s mission is to grow the global rugby family,” said Alan Gilpin, the chief executive of World Rugby, upon the announcement of World Rugby’s acquisition of RugbyPass.

“To do that, rugby must be more accessible and more relevant to more people more of the time and we must create deeper relationships with those who love the game, those who are casual fans and those who are yet to discover our sport. This deal reflects that mission.”