Ahead of the Rugby World Cup later this month, New Zealand Rugby has sent a clear message to its sponsors and partners to treat the haka ‘Ka Mate’ with respect.
They have also urged them to ensure they acknowledge the kiwi who created it.
The haka ‘Ka Mate’ is well-known around the world thanks to the All Blacks.
The pre-game ritual has been mocked and misused time and again by Rugby World Cup sponsors, such as in a Heineken beer television ad, and a ‘hakarena’ ad featuring members of the English rugby team in 2015.
The Haka Ka Mate Attribution Act requires any publication of the haka – for commercial purposes – to acknowledge its composer.
The attribution must be clearly visible on the product unless an agreement is reached with the iwi, but the law doesn’t apply overseas.
Luke Crawford, the cultural advisor to the All Blacks, said New Zealand Rugby had met with its sponsors and partners to make sure they knew what was expected of them.
