Fitzpatrick packs down to push rugby and NZ

Sean Fitzpatrick says New Zealand could learn a lot from the 1995 tournament hosted by South Africa. Photo / Richard Robinson

Sean Fitzpatrick, the master of the murky world of front row diplomacy, now has two ambassadorial roles to help attract business people to the Rugby World Cup.

The former All Black skipper is the global rugby ambassador for logistics firm DHL, on top of his role as an ambassador for the Government-backed New Zealand 2011, which is helping businesses leverage opportunities from the cup.

He says New Zealand could learn from the way South Africa hosted the tournament in 1995.

"Of the three World Cups I've played in and the other three I've been to as a commentator or a fan, '95 would be the best I've been to in terms of the people, the stadiums and the infrastructure," the 128-match All Black said before a function in Auckland last night.

"When I look back, despite the disappointment of losing the rugby, the people hosting us were phenomenal and it made for a great World Cup."

Fitzpatrick talks to DHL's clients around the world about the tournament, as he does at NZ2011 events.

Many potential visitors weren't absolutely focused on rugby.

"A lot of people just want to know what they can do during the week. That's what we're trying to do."

He has spoken to audiences in Britain, Germany, Italy, Spain, Russia and Malaysia about the cup, which kicks off in less than three months.

"A lot of people have seen things about New Zealand but don't really know what's going on down here in a business sense."

Those at functions tended to be high-net-worth individuals or run small businesses.

"Russia was interesting, they've got a team coming but a lot of people who came to the embassy that night hadn't even contemplated going to the World Cup."

He said he could understand concerns about the cost of hosting the event. There were similar complaints in Britain - where he is based - about the cost of next year's London Olympics.

"It's totally understandable that people are thinking it's costing a lot of money. Some of them don't even like rugby," he said. "But the return is fantastic if you can appreciate what it can bring to a country. It's not just a one-off hit."

Some of the fans who travelled to support the Lions in 2005 were still talking about it.

New Zealand rugby still held a unique appeal, he said.

An attempt with former All Black Murray Mexted to start a rugby academy in England didn't take off.

"They said that they didn't want to go to a rugby academy in Bath but want to go a rugby academy in Palmerston North. It's so unique, you never transplant that."