Rugby league's Maori and Pacific Island community is seething at continued indifference to their culture, particularly the mispronunciation of names by NRL broadcasters.
The latest incident occurred on the Fox Sports Matty Johns Show this week, when hosts quizzed children on the "funniest name in the NRL".
As the kids struggled to articulate mainly Polynesian names, but probably still doing a better job than most professional commentators, their parents and show hosts were in hysterics.
The players involved and their families are less amused.
"It seems to be that people are not learning, they're not making change and finding solutions," former NZ Kiwi and Samoan international Nigel Vagana told Newstalk ZB's Tony Veitch.
"It's a shame that stuff like this is still happening."
Vagana, who is New Zealand Rugby League's welfare and education manager, admitted he was disappointed and offended by the skit, but while he stopped short of using the word "racism", others haven't.
Ana Tagatese, wife of Cronulla Sharks and Samoa prop Sam Tagatese, took to social media to express her alarm at how their name had been derided.
"As a mother of two Samoan daughters, it is vital that I teach them to be proud of their culture and the origin of their surname," she posted on Facebook.
"CASUAL RACISM is not ok and I do not want my daughter, who goes to school, to have to tolerate it. I don't want her to go to school and have other kids thinking that it is ok to laugh at or mock her surname."
Vagana told Veitch this was an issue that needed addressing at the highest levels, since 46% of players through the NRL have Pacific Island or Maori origins.
"It's a shame that the penny is still not dropping," he said. "I don't think these guys realise these names are not just connected to the players, but to the communities and the land and the ancestors in the past.
"But it's also the future where it will do the most damage, because in the video, they've got some kids who are just innocent bystanders in all this, but they're almost allowing these kids the freedom to ridicule those names they can't pronounce properly."
Vagana, who has probably suffered his share of mispronunciation over the years, admitted players had grown used to this treatment over the years.
"I spoke to Sammy about it and he said he had watched the show with his family," he said. "It wasn't until then that he realised that, as a player and an elite athlete in the system, you become desensitised to it ... you just block it out.
"But, for him, it was the first time that he realised it was the same name as his wife and kids.
"A lot of people have contracted me from the community in New Zealand and Australia that are pretty upset by it. It's almost to the point where they've given up hope - they say it's Australia, they're like that, but it still doesn't make it right."
The show segment was particularly insensitive given the past accusations levelled at commentators and their mangling of Polynesian names, some of them among the biggest and most recognisable in the game.
Fijian and Parramatta Eels winger Semi Radradra is another to suffer at the hands of the game callers.
"There's a guy who scored four tries the other night, but a couple of nights earlier, they were ridiculing his name on TV," said Vagana. "We need to stop that stuff."
He drew a parallel with protests during the current NFL pre-season, where mainly black players, but now more whites, are drawing attention to racism in the United States by kneeling during the national anthem.
"They're having clashes all over this space ... it's something, hopefully, we won't get to.
"But we're at a point now where our game can teach Australia how to do it right. In New Zealand, we've had commentators who have been calling names correctly for years.
"Australia is only three hours away, there no reason they can't do it there.
"We're about 30-40 years better culturally. Our country is really special, and if we can take some of those learnings and share them with others, starting with our neighbours, they may get to understand how to live in harmony a bit better."