Roll the burlap into a tube like the one he has and tie it, I put a 6-8 foot lead on it as well, I use paracord. If he doesn't want to tug with you because he's submitting to his owner, get him tugging and then give him so distance down the line so he is more comfortable tugging. I've also found pups are more comfortable, and clearer on the fact that it's a game if your in a less dominant position, usually I just sit on the ground and play tug, until they get that I'm trying to play not trying to take it.