One of Tauranga's most iconic sporting figures will launch his new book at a charity luncheon next month.

Sevens rugby coach Sir Gordon Tietjens is hosting the event to release Legacy: Sir Gordon Tietjens My Story, with all proceeds from the lunch and celebrity auction going to the Tauranga/WBOP branch of Alzheimers New Zealand.

There will be plenty of top-class entertainment from speakers Eric Rush, MC Scotty "Sumo" Stevenson and Tietjens himself plus a sumptuous lunch at Mills Reef Winery on November 14.

As the proud patron of Alzheimers Tauranga/WBOP, Tietjens is delighted special rugby memorabilia plus a magnum from Mills Reef will be auctioned for the charity.

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Among the prized memorabilia on show is a rare signed All Blacks jersey by Colin and Stan Meads.

Tietjens has a personal attachment to the charity.

"It is obviously special in my heart mainly because my mum passed away with dementia a number of years ago. Also I have had a couple of other friends, who are very close, who have also suffered from the same disease," he said.

"One of the reasons I took on the role of patron of Alzheimers is because I care and I saw my mother suffer from this terrible disease. So it is close to my heart and why it is my charity for the book launch."

Legacy: Sir Gordon Tietjens My Story takes up the incredible story of New Zealand and the world's most successful sevens coach, from his first book published back in 2006.

"A lot has happened since my last book and I coached the team for another 10 years after that. There are still a few stories to be told and completing my [New Zealand] career with the Olympics and now I am on a new journey with Samoa," Tietjens said.

"When I attribute my legacy, it has not just solely been around the game of rugby. A lot of it has been built around the business side so I have also linked in how important leadership and culture is in business and sport."

Many of the great captains from his New Zealand teams over the 23 years will be at the launch.

"I am fortunate to have some of the great leaders from my teams coming. Eric Rush captained my team for 13 years, DJ Forbes, Karl Te Nana was also another leader and he will be there as well, plus Tafai Ioasa and other guys who captained my side over a number of years.

"Without that leadership we may not have had that success that we got."

Tickets are on sale now and limited to 20 tables. Book a table of 10 for $700 or individual tickets. Email manager.tauranga@alzheimers.org.nz.