It said the former players were "just a few members of our team at LBB".
Similar claims were made on material supplied to the agents used to find luxury accommodation. Material given to Auckland Property Management stated "Little Black Book's directors include Sean Fitzpatrick, Grant Fox and [former Scottish international] Gavin Hastings".
Fitzpatrick told the Herald on Sunday he was aware of the company and had used its services in the past for business purposes.
But he added he had "never been a director for that company. I'm not involved at all. I've got nothing to do with it."
The Herald on Sunday has also been told Fox had been in talks with the company but was no longer connected. It was not possible to reach Hastings.
The company's offers to source "official match hospitality" and "official ... match tickets" have also attracted the interest of Rugby World Cup Ltd, which runs the tournament for the International Rugby Board.
Rugby Travel and Hospitality, the company appointed by Rugby World Cup Ltd to provide corporate box seating and hospitality, said Little Black Book had no right to sell tickets.
"Little Black Book is not an official operator," said chief executive David White.
He said the public needed to be vigilant for "unofficial operators". "People who have bought tickets from unofficial operators face the risk of their tickets being cancelled."
White said he had asked Rugby World Cup Ltd and its rights protection company IMG to investigate claims made by Little Black Book.
The estimated value of the Rugby World Cup's corporate-style packages is about $60 million, with tickets to matches going for as much as $3000 each.
Little Black Book's Mel Evans said the company was "not a mass-market company - we're very select".
He claimed the company was not selling tickets or hospitality. When asked why its online presence said otherwise, he replied, "I don't know".
He said the company provided everything except tickets and hospitality.
Evans did not answer questions about Fitzpatrick's involvement.
