All Blacks great Michael Jones admits New Zealand rugby is losing its grip, and the All Blacks’ once-feared aura is fading.
Speaking to AFP, the former World Cup winner believes rugby union is being overtaken in the battle for “hearts and minds”, particularly among Pacific communities, with rugby league now leading the charge.
“Rugby has such a heritage and legacy and the All Blacks is a powerful brand,” said Jones.
“But we’re kidding ourselves if we think the All Blacks will always be the All Blacks, that they’ll always be that to our nation and to the people of the Pacific.”
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It’s a telling admission for a team long regarded as the gold standard of world rugby. But results and perception have shifted in recent years, with the All Blacks no longer carrying the same sense of inevitability – on or off the field.
Jones pointed to rugby league’s growing influence, praising its administrators for connecting with fans in ways union has failed to match.
“You’ve got to tip your hat to what rugby league is doing, but honestly if rugby keeps their heads in the clouds we’ll all be playing league,” he warned.
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The shift is most visible in Auckland, particularly among Pacific Island communities – historically a stronghold of All Blacks support. Instead, rugby league is thriving, with strong fan engagement and packed stadiums becoming the norm.
Jones believes union must urgently adapt, especially in how it engages Pacific players and supporters.
“If Pacific rugby is strong, New Zealand rugby is strong,” he said, warning it would be a “tragedy” if the sport fails to evolve.
– AFP
Photo: Phil Walter/Getty Images
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