Domestic rugby union in England is overshadowed by Premier League football in terms of attendances, interest and media coverage and Diamond understands that the round ball will always be king, but he would love to see rugby players emerge as household names.
Jonny Wilkinson, a 2003 World Cup winner, cut through to become a figurehead of the sport during his playing career, but Diamond cites his old Sale Sharks fly-half Danny Cipriani as another player who attracted headlines.
Cipriani only played 16 times for England, compared to Wilkinson’s 91, but his up-and-down career and personal life continued to generate news.
France captain Antoine Dupont enjoys superstar status in his homeland, which was only enhanced by his decision to play and ultimately win gold with his country in the Olympic Sevens in Paris.
But nobody currently on this side of the Channel comes close to that kind of appeal.
“This is where investment is needed in rugby as a mass,” he said.
“That’s where you need advice from American sport of how do we grow a brand. In football, it’s done through the players and through success.
“Jonny Wilkinson is a great brand ambassador and a pitch perfect role model that kids can follow. But there are a lot of kids that are not like that.
“I use Danny Cip as an example and I know him well, he’s been on the back pages and the front pages. As many people would know about Danny as they would Jonny Wilkinson.
“I don’t know how we market them, but I know we need them.”
