Former television presenter Tamati Coffey has been selected as Labour's candidate for the Maori roll seat of Waiariki in next year's general election.
He'll be taking on Maori Party co-leader Te Ururoa Flavell who retained the seat in 2014 with a 3889 vote majority.
Mr Flavell is the Maori Party's only electorate MP and must keep the seat to ensure its representation continues.
"Tamati has proven himself to be an outstanding campaigner with an incredible ability to connect with Rangatahi and he will be a great candidate," Labour leader Andrew Little said on Tuesday.
Labour holds six of the seven Maori roll seats.