Let fans decide future of haka, says branding guru

The All Blacks' haka is recognised by rugby fans the world over. Photo / Greg Bowker

A kiwi branding expert is calling for countries who are opposed to the All Blacks' haka to ask their fans to decide if they want to see it.

Dr Mike Lee, of Auckland University's Business School, was responding to scathing criticism from Sunday Times journalist Stephen Jones who wrote at the weekend that while it once was a loved "theatrical affair", opposition to it was now growing.

He believed anti-haka feeling was due largely to New Zealand's preciousness around how other countries responded to it.

He cited the International Rugby Board's fining of the Australian women's Rugby World Cup team for advancing on the Black Ferns during their recent tournament and the All Blacks' haka at Cardiff's Millennium Stadium in the changing rooms in 2006 as examples.

The All Blacks had made the pre-match ritual a "self-important bore and instrument of the worst kind of sporting arrogance", and ends his rant by saying: "When will New Zealand realise that nobody cares anymore?"

But Dr Lee said Mr Jones' view characterised a minority view. He was simply suffering from an "inferiority complex" that Britain lacked anything similar.

"If some countries think it's such a big deal, why don't they just ask ticket purchasers to vote on whether they want to see the All Blacks do the haka live before a game or not."

It would be a simple enough process to carry out. As tickets were purchased through websites fans could be asked before payment whether they'd like to see it or not, answering either yes or no.

"However, I'd be dumbfounded if fans around the world voted against the haka being performed, as it's a much-loved spectacle that always gets the crowd motivated."

Dr Lee said for international fans the All Black brand was defined by being consistently the best team in the world, wearing the uniform and performing the haka.

Coach Graham Henry revealed his boredom with the ritual British anti-haka moan due every November.

When advised of Jones' 893-word argument the All Blacks head coach offered seven in reply: "I don't even comment about that anymore."

Jones has a long history of needling the All Blacks and the haka. As far back as the first World Cup in 1987, he wrote that New Zealand's backs had "all the skills of cart horses".

After the defeat to France in 2007 he said a "wonderful and long-overdue application" of the rugby breakdown laws by "outstanding young English referee" Wayne Barnes took Richie McCaw out of the equation.