England’s Ben Earl tackles New Zealand captain Scott Barrett, left, during their rugby union test match in Dunedin, New Zealand, Saturday July 6, 2024. England’s players lock arms as New Zealand perform the haka ahead of their rugby union test match in Dunedin, New Zealand, Saturday July 6, 2024. England’s Marcus Smith, left, wins a high ball contest with New Zealand’s Jordie Barrett during their rugby union test match in Auckland, New Zealand, Saturday, July 13, 2024.
But New Zealand’s approach to the United States has since become more broad-based than simply playing occasional matches there. New Zealand Rugby has stepped up its social media presence and content creation and is working with online video influencers to raise the sport’s profile.
“I guess if you look at the years to 2031 we’ve got the chance to create a roadmap to how we might to work with our teams in black to create more awareness for the game, a deeper understanding of New Zealand rugby, the All Blacks and all of our teams,” Robinson said.