NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Sport / Rugby / All Blacks

Rugby: Brand All Blacks has taken a major image hit

Liam Napier
By Liam Napier
Senior Sports Journalist·Herald on Sunday·
19 Aug, 2017 05:00 PM4 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Off-field allegations involving Jerome Kaino and Aaron Smith have hit New Zealand Rugby hard. Photo / Brett Phibbs

Off-field allegations involving Jerome Kaino and Aaron Smith have hit New Zealand Rugby hard. Photo / Brett Phibbs

Brand All Blacks has taken a major image hit.

New Zealand Rugby, an organisation once lauded for its status, standards and supreme on-field performance, has been rocked over the last 72 hours by claims of infidelity which have severely damaged the notion that "better people make better All Blacks".

Scandals surrounding All Blacks halfback Aaron Smith and loose forward Jerome Kaino erupted on the eve of the opening Bledisloe Cup in Sydney, overshadowing last night's test.

First there was a cache of private messages published between Smith and the woman who he had sex with at a Christchurch Airport toilet, detailing the extent of their relationship and creating questions about whether he lied to All Blacks management when news of the incident in the airport toilets first broke last year.

An independent lawyer has since been appointed to re-investigate.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

Then on Saturday, an Australian newspaper claimed a former Australian model had been having an affair with the married Kaino. The senior All Black was released from the touring squad to return home.

The timing of both reports, coming on the back of the bug-gate hotel spying drama, were curious and no doubt caused major disruption within the All Blacks camp.

But the focus has fallen on the reputation damage to the national rugby body in the public eye.

Advertisement
Advertise with NZME.

At this stage, it is important to note that both cases have created moral rather than any legal debates that stretch well beyond rugby and into other realms of society. Marriages do not have a great success rate in the modern world. Many, many people have skeletons of their own.

Every All Black should not be tarred with the same brush, either. This team alone possess devoted family men, the likes of Ben Smith and captain Kieran Read. Those players are likely to be as frustrated as anyone that team-mates have brought about such unwanted scrutiny.

In these situations innocent parties are also often overlooked; the families who are being dragged into the respective sagas and having their private lives played out in the public arena.

But if it was not already, the All Blacks and other high-profile athletes must now fully appreciate that in the age of social media, where camera phones and groupies seemingly lurk around every corner, there is no escaping the spotlight.

Discover more

All Blacks

Eales debunks All Blacks haka mystique

18 Aug 11:24 PM
All Blacks

Kaino returns home from Australia

19 Aug 02:08 AM
All Blacks

NZR responds well to player problems

19 Aug 05:33 AM
All Blacks

Paul Lewis: Scandal sawn of the times

19 Aug 05:00 PM

The problem New Zealand Rugby has created for itself is by delivering public messaging such as 'better people make better All Blacks' the pedestal is raised and the debate around whether our top sports men and women should be considered role models is again thrust forward.

The All Blacks have worked hard to overhaul culture issues of past eras and educate players about standards expected from them at all times. In these instances, those have clearly not been met.

On this occasion, New Zealand Rugby was at least quick to front, with chief executive Steve Tew issuing a statement.

"We certainly understand that our game and our players are under public scrutiny and these latest stories are concerning," Tew said.

He said it was "clear that this is really hurting rugby, all the people concerned, our fans and supporters. We take these issues very seriously, and are also mindful that these issues affect people with families and loved ones."

New Zealand Rugby has a large group of high powered global sponsors. For now it remains unclear what, if any, reaction or ramifications these incidents will have on their collective support.

Advertisement
Advertise with NZME.

What is immediately clear is the 'Respect and Responsibility' review, understood to be presented to the board last Thursday, now takes on greater significance.

The Herald on Sunday understands a hard-hitting 160-page document has been complied after a wide-ranging independent look at the culture of rugby.

The process included public submissions and featured a panel, headed by New Zealand Law Society president and employment lawyer Kathryn Beck and including Olympic canoeist Lisa Carrington, former All Black doctor Deb Robinson and former All Blacks Keven Mealamu and Michael Jones. They will want the review to have integrity.

It is understood the review covers everything from the relationship with alcohol to effective relationships, sexism, racism, attitudes to women, bullying and diversity.

The importance of real change being made in these areas has now been hastened.

"At a time when we are grappling with our cultural reputation, the Respect and Responsibility Review, which is currently under way, is even more important," Tew said yesterday.

Advertisement
Advertise with NZME.

The report is due to be made public next month.

Save

    Share this article

Latest from All Blacks

Premium
Analysis

Super Rugby final: Redemption and agony in equal measures

21 Jun 09:56 AM
Rugby|npc

Ex-All Black tells of surviving 'terminal' cancer and battling brother for black jersey

21 Jun 12:00 AM
Premium
Opinion

Liam Napier: Where the Chiefs could edge the Crusaders in Super Rugby final

20 Jun 06:00 PM

Jono and Ben brew up a tea-fuelled adventure in Sri Lanka

sponsored
Advertisement
Advertise with NZME.

Latest from All Blacks

Premium
Super Rugby final: Redemption and agony in equal measures

Super Rugby final: Redemption and agony in equal measures

21 Jun 09:56 AM

OPINION: Sport, with its fine margins such as this, can be beautiful and brutal.

Ex-All Black tells of surviving 'terminal' cancer and battling brother for black jersey

Ex-All Black tells of surviving 'terminal' cancer and battling brother for black jersey

21 Jun 12:00 AM
Premium
Liam Napier: Where the Chiefs could edge the Crusaders in Super Rugby final

Liam Napier: Where the Chiefs could edge the Crusaders in Super Rugby final

20 Jun 06:00 PM
Premium
Exclusive: Claims NZR tried to discourage Ardie Savea joining Moana Pasifika

Exclusive: Claims NZR tried to discourage Ardie Savea joining Moana Pasifika

20 Jun 12:01 AM
Help for those helping hardest-hit
sponsored

Help for those helping hardest-hit

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP