Chasing the face of the World Cup

But after he failed to make the New Zealand squad following kidney problems, rugby is looking for a global figure who can attract new fans to a game that often appears complicated to the outsider.

Lomu was an astonishing phenomenon in his prime and it is unlikely that rugby will ever see the like of him again. But the player who can grab the public's attention through his feats in Australia has the opportunity to provide a huge boost to his earnings.

What distinguishes rugby from other sports is that it is not only the beauties who have the chance to make money. The beasts have their advertising potential, too.

Former England centre Jeremy Guscott may have been an ideal model for the sponsors but uncompromising forward Brian Moore had a wild side that was attractive to advertisers - even though he has lost his rough edge slightly in recent years with his unusual move into the manicure business in London.

Martin Bayfield, the former towering England forward who has made a name in Hollywood as a stuntman and double for the stars, said: "The door is open for all those ugly forwards. Someone will do something. Something odd will happen that will be useful (to an advertiser).

"But there is no one like Lomu. He was the best ever going, especially for people who didn't know about rugby."

From England's ranks, fly-half Jonny Wilkinson is the most likely figure to step on to the world stage and make it his own, especially if he kicks England to their first major sporting triumph since the 1966 football World Cup.

Jon Holmes, the football and rugby agent, says top rugby players can only make around 20 per cent of the earnings of their footballing counterparts. But a World Cup star could still be looking at £1.5million a year.

Holmes believes Wilkinson needs to come out of his shell, however, if he is going to become a sporting icon. "He is a bit shy and reserved," he said. "He may have to put himself out there a bit. But there is also potential for Lawrence Dallaglio, Jason Robinson and the captain, Martin Johnson.

"England teams have been in cricket and rugby World Cup finals before but they have lost them. If they win it will be massive and it ups their market potential."

Despite the dominance of football in England, it is striking that the most lucrative market for major rugby players is here.

Union still struggles to compete with rugby league in Australia, despite the fact the Wallabies are the world champions. The weakness of the rand does not help South Africa's cause and rugby is a minor player in the lucrative American market.

If England can lift the trophy on 22 November in Sydney, there is serious money to be made.

Lomu was reported to have received several lucrative offers from American Football teams in the NFL shortly after the 1995 World Cup and was linked with the Dallas Cowboys.

Clearly, any rugby player who switches to gridiron has the potential to add at least one nought to their salaries.

Wilkinson would be an ideal kicker for the NFL. The fly-half has already admitted that he loves and follows the game. If his astonishingly consistent kicking guides England to glory, NFL offers are sure to be on the table by Christmas.

Bayfield believes Wilkinson has a brilliant chance to become a global figure.

"He is such a perfectionist. And people watch the England team because they are so good," he said.

But he also predicts centre Will Greenwood will have a future in television when his playing days are over because he has the gift of the gab.

As for veteran prop and former team-mate Jason Leonard, the stand-in actor joked: "Something small and ugly for Jason Leonard would be perfect. A goblin perhaps?"