Jones – the smiling wind-up artist who refuses to fade away

Eddie Jones remains a forceful and unpredictable presence in rugby, using press conferences and mind games to shape attention before matches. The article argues that his approach reflects an older era of coaching built around dominance, contrasting with newer emphasis on trust and relationships, while noting that Jones’s provocations could sometimes go too far.

Now 66, Jones says some remarks were planned and that, with England, he tried to build players’ confidence and draw pressure onto himself. His career has included England’s dismissal in 2022 and Australia’s first-ever pool-stage exit at the 2023 World Cup; ahead of Japan’s match against Wales in Cardiff, he appeared relaxed and enthusiastic again.