Black Ferns’ success

‘I don’t think any of us have figured out how to bottle that festival atmosphere we saw at the World Cup, but we need to try and do that.’

she said.

While an absence of star players – such as World Cup winners Ruby Tui (on an extended break), Stacey Fluhler, Portia Woodman-Wickliffe and Sarah Hirini (all sevens) – was a blow for marketing Aupiki, the challenge for each team will be maintaining the game’s increased profile from the World Cup.

Attendance records, domestically and globally, were smashed.

The crowd for the Eden Park final, of 42,579, was a world record for women’s rugby.

Much of its demographic was different to the typical audience for men’s rugby.

There were more families and women, some attending a game for the first time, while a feature of the Black Ferns’ two World Cup matches at Whangā rei’s Northland Events Centre was the packed grass banks in a smaller venue.

The atmosphere in Northland was nonetheless fantastic.

Chiefs chief executive Simon Graafhius said that different crowd presented them with an opportunity to reach new audiences.

‘‘I don’t think any of us have yet figured out how to bottle that festival atmosphere we saw at the World Cup, but we need to try and do that,’’ he said.

‘‘It would be a wasted opportunity if we don’t leverage what happened [at the World Cup]. We need to make sure the product is good.’’

Large crowds seen at the World Cup are unlikely to flock to every Aupiki match, but it’s hoped teams can begin to slowly build supporter bases. Historically, crowds for women’s sport have been almost nonexistent.

It’s why the Hurricanes are hosting in the modest setting of the Levin Domain, aiming to attract about 3000 fans.

Hurricanes chief executive Avan Lee said they were marketing through their usual channels – advertising, billboards, social media and visits to clubs and schools – and hope to build the Poua’s brand.

‘‘The Black Ferns’ World Cup put women’s rugby on the map for families, young girls, even traditional men’s rugby fans are loving it,’’ Lee said.

‘‘We want more people watching, going to games, and fans will realise it’s something special.’’

Blues chief executive Andrew Hore said Aupiki’s expansion will take time, but stressed there was great potential.

He said his 7-year-old son, who has a Black Ferns jersey, didn’t see men’s and women’s rugby as two different games and talks about players, such as Ruahei Demant and Patrick Tuipolutu, as though they were the same.