While the number of sports-related concussions or brain injuries is of concern, the sheer number of reports indicates a positive change is occurring.
Bay of Plenty Rugby Union chief executive Mike Rogers says the increasing number of claims is due to greater awareness and education about concussions, and so better reporting of injuries.
He points out that 30 years ago there was no awareness about the health issues associated with head knocks.
The New Zealand Rugby Union is also taking a harder stance on the issue.
And ACC spokeswoman Stephanie Melville said the number of moderate to serious injury claims had reduced by 15 per cent since ACC introduced injury prevention initiative RugbySmart in 2001.
The programme provides coaches with essential information about minimising injuries to players, and tests their knowledge of injury prevention and the union has has made it compulsory for all coaches and referees to attend annual RugbySmart workshops.
Ms Melville likewise says the increase in claims could be attributed to improved awareness of sport-related concussion symptoms and the seriousness of head trauma.
The culture whereby a player would shrug off a hard knock to the head and dive into the next tackle is changing and that can only be a good thing.