OPINION: Why is elite rugby such a hard sell in New Zealand? It's a question that has left me dumbfounded since I first went to the country where rugby truly is the beautiful game.

The All Blacks have always been the benchmark for other international teams. Yes, Australia, South Africa and England have won World Cups too but no other country - save maybe Wales - can truly call rugby its national sport.

That's old news but it was something I didn't fully appreciate until I went to New Zealand. Kiwis just talk about rugby in a different, mystical way. That's not to say they are the sole authority on it. Go to cities like Limerick, Toulouse, Gloucester and a host of South African ones and they talk a great game but none can consistently play the game like they do in Auckland and Christchurch - it's beautiful stuff, no question.

Why then is it so hard for New Zealand Rugby to fill their stadiums? I mean going to rugby games here should be the greatest show on earth, but it's not.

It's a wonder with all the PR palaver that comes with the All Blacks roadshow that the suits at Adidas haven't tried to remedy this. Eden Park is a wonderful arena but watching a rugby game there would hardly make the bucket list of any non-Kiwi rugby supporter. There's a reason many All Blacks name Cardiff's Millennium Stadium as their favourite ground to play at.

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At the weekend Steve Tew said he hoped the southern hemisphere would get a bigger slice of the financial pie given all four Rugby Championship sides had made it to the World Cup semifinals. It was a just reward, he felt, for southern domination. I'm not really sure I follow his logic. I mean it's hardly the fault of the English, Irish, French and Welsh unions if Australia and New Zealand can't fill their own stadiums, even for test matches.

Some have spun the line that unions up north have bigger stadiums, therefore a bigger share of cash is merited when the southern nations travel there. That logic doesn't add up when you note that Ireland's Aviva Stadium has the same capacity as Eden Park and both are dwarfed by numerous arenas in Australia.

As it stands, until 2019 at least, the home teams keep the revenue from their respective tests in June and November - and that's how it should be. English fans go to Twickenham to see England. Welsh fans go to Cardiff to see Wales. The Irish travel to Landsdowne Rd to see Ireland. And, of course, Kiwis travel to Eden Park to watch the All Blacks. The home side is the drawcard.

Yes, the southern hemisphere has a superior game (it almost always does), but on fine margins. An injury-depleted Wales should have beaten South Africa. Ireland were missing six (yes, six) of their first team against the Pumas. Scotland? Well, we all know what happened there. Point being, sport is swings and roundabouts and asking for handouts up north is simply ignoring the big problem facing rugby in New Zealand and Australia - no-one is going to matches.

Tew should be looking at filling his own stadiums before trying to piggy back on the hard-earned coin supporters up north provide their unions.

I was astounded by how easy it was to get tickets for the All Blacks' series with Ireland in 2012. New Zealand were newly-crowned world champions, playing their first test since ending decades of pain yet there were empty seats everywhere at Eden Park. It was a similar situation when England and France toured the following years. Ireland and Wales have similar populations to New Zealand yet the fact that they can command more money for tickets - on home turf against the likes of Italy or Scotland in the Six Nations - than the All Blacks can for a standard test means something's not right. Surely the greatest team on earth should command a higher price? Manchester United don't come cheap.

Sanzar may be providing the rugby of the Gods at Super Rugby and test level but it's hardly the most attractive product when played in front of half-empty stadiums. Hurricanes fans only came out of the woodwork when they reached a final, same with the Highlanders' faithful.

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The Heineken Cup became a cash cow as a result of the fanfare, colour and atmosphere created at games by clubs such as Munster, Leicester, Wasps, Toulouse, Toulon, Clermont and Leinster. Look at how Irish rugby has been able to hijack support from success at club level to the national side. Ireland's clashes with France and the Pumas at this World Cup saw television records broken and gaelic football matches rescheduled. That would have never happened without some savvy folks at the IRFU tapping into Irish people's trademark passion for song and occasion.

"It's all rugby these days, and good luck to them," said Irish football legend Johnny Giles after Ireland's 1-0 over football world champions Germany. Even he'd conceded the baton had been passed.

The England and French models have plenty flaws yet they still bring the bees to the honey far more than their Super Rugby counterparts do. At times watching games in Australasia is like being in a sealed lunchbox. Perhaps it's time to get the Islands involved, they won't be afraid to express themselves. Rugby down here merits a better sense of occasion than it currently has.

The north was taught a lesson on how to play the game at this World Cup. However, it's worth noting, amid all the woe, there's still plenty Tew and company could learn from them if they are to bring supporters back.

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