David Moffett has urged the Welsh Rugby Union to initiate talks with powerbrokers in England over the prospect of an Anglo-Welsh league.
The outspoken former WRU CEO believes Wales' four professional sides would be better served playing over the bridge than in the United Rugby Championship.
With London Irish, Wasps and Worcester Warriors having gone to the wall, Moffett insists this is the perfect time for the WRU to make their move.
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"I've always said the Welsh sides would be better off playing in England like they do in soccer," Moffett told WalesOnline.
"There's a big fuss about the URC but it's never going to be the answer for the Welsh sides. People may point to the quality of the sides in the URC like Leinster and the South African franchises but that won't attract Welsh fans, especially if they are losing.
"The four Welsh sides would get much bigger crowds if they were playing an average Bath side at home than if they were playing a fully loaded Sharks or Stormers.
"The Welsh are tribal, and most of them want more derbies, and meaningful games against English opposition. It would significantly increase crowds, and you'd have away support.
"It would also allow fans in Wales to get into the habit of going to games every week because for over 90% of matches they could travel there and back in the day which obviously they can't do in the URC.
"Crucially there's a salary cap in the Gallagher Premiership which would give the Welsh sides a better chance of being competitive. Despite the terrible financial situation in England at the moment, it would actually be a better eco-system for Wales to operate in.
"The competition money from the URC isn't good enough for Wales, they'd likely get more money from TV in an Anglo-Welsh, while it would also be more attractive for sponsors.
"It would solve the problem of English and Welsh rugby while also putting it into the same basket as soccer and cricket but it would take someone with a level of courage which hasn't been demonstrated in Welsh rugby for a long time to pursue this opportunity."
The financial situation is far from great in Wales with a period of austerity set to be ushered in which will see wages pushed down and playing budgets slashed to as low as £4.5million.
Moffett, who ushered in regional rugby back in 2003, doesn't believe Wales can afford four professional sides any longer.
"It's fairly obvious that Wales can't really afford four professional sides," he said.
"It hasn't got the money, or the right amount of quality professional players. It would be painful to begin with but they would be better off in the long-run with three strong sides playing in England."
"Regional rugby was right at the time but it's not working anymore. It's at times like these tough calls need to be made."
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