# Eddie Jones: the wind-up merchant who won't fade

> At 66, the rugby coach who built his reputation on mind games and dominance still searches for an edge, even as the sport moves toward collaboration.
- Title: Eddie Jones: the wind-up merchant who won't fade · BBC News
- Summary: At 66, the rugby coach who built his reputation on mind games and dominance still searches for an edge, even as the sport moves toward collaboration.
- Keywords: eddie jones, japan rugby, wales rugby, rugby union, coaching, nations championship, BBC News
- Source: BBC News — https://bbc.co.uk/sport/rugby-union/articles/ckm233n7gerlo
- Read time: 2 min
- Topics: eddie jones, japan rugby, wales rugby, rugby union, coaching, nations championship, sports
## The press conference as theatre
Eddie Jones press conferences are unpredictable events. The small coach with a mischievous smile delivers compliments, cutting observations and verbal grenades, always with that grin.

> You never quite know what is coming. A compliment, a cutting observation, a verbal grenade.
## A disappearing breed of coach
Jones belongs to a generation of coaches who understood the contest began before players took the field. Warren Gatland and Jose Mourinho were similar, building reputations on dominance over agenda, players and organisations.
## The language of coaching is changing
Wales head coach Steve Tandy talks about connection and relationships. Brighton manager Fabian Hurzeler emphasises collaboration, trust and understanding the person behind the player. The all-powerful head coach era is fading.
## Mind games with a purpose
In 2018 Jones questioned whether Wales fly-half Rhys Patchell could handle pressure at Twickenham.He explained to BBC Sport that some provocations were planned, others came out spontaneously.The goal was unsettling opponents and building player confidence.

> Some of them were planned to an extent. Others might have come out of the press conference.
## Giving England the confidence they lacked
Jones said he felt England lacked self-belief. Part of his responsibility was providing that confidence, being almost the battering ram for them. Making himself the centre of attention took pressure off his players.

> I felt one of my roles was to give them that confidence, to be almost the battering ram for them.
## A man of contradictions
Jones is an extraordinary workaholic with impossible standards, sending messages at three am.Yet he quietly coaches minis at local clubs and drives hours to player testimonials without a fee.
## The rugby obsessive's eye for detail
Asked which Welsh player impressed him most, Jones named Liam Williams, the former Wales and British and Irish Lions full-back.

> Every time I come to Millennium Stadium, I have this picture of Liam Williams winning box kicks.
## Still searching for an edge in Cardiff
Jones praised Steve Tandy's rebuilding work and the leadership of Dewi Lake and Jac Morgan.But the competitive instincts remain.
## The final qualification
As Japan prepares to face Wales in Cardiff in the Nations Championship on Saturday, Jones offered encouragement to Welsh supporters. Then he added a final qualification: back your team, but not too much on Saturday.

> But don't back them too much on Saturday.
## Key takeaway

Eddie Jones, 66, remains one of rugby's most fascinating characters from an older coaching era defined by dominance and mind games, even as the sport shifts toward collaboration and connection.