Rugby in Aotearoa: More Than a Game

In Aotearoa, rugby is more than a sport—it’s a powerful vehicle for connection, leadership, and social change. With over 155,000 registered participants and 65% of New Zealanders connected to the game in some way, New Zealand Rugby (NZR) and our partners are uniquely positioned to influence positive cultural shifts.

Hīkina: Lifting Communities Through Safeguarding. Hīkina is our commitment to creating safe, inclusive, and empowered rugby communities—where wellbeing is fostered and harm is prevented.

The Impact: creating long term change 

Hīkina drives sustainable transformation by embedding safeguarding principles and mobilising communities across the country. Our key outcomes are:

• Understanding our role – Growing awareness across NZR, Provincial Unions (PUs), and the wider rugby community of our collective safeguarding responsibilities.
• Building capability – Strengthening the skills and knowledge of rugby stakeholders to uphold safety and wellbeing.
• Proactive safeguarding – Increasing the implementation of preventative measures and initiatives across the game.
• Effective response – Ensuring NZR, PUs, and rugby communities can recognise, respond to, and recover from harm—supported by local services.

Together, we are embedding safeguarding into the fabric of rugby—building safer communities now and for generations to come.

Key Learnings: what’s driving success?

Our work with Provincial Unions, Māori Rugby Development, and local communities has revealed critical insights:

• Stronger engagement through direct participation – Direct, on-the-ground involvement, especially with Māori Rugby and grassroots groups, is the most impactful—particularly in resource-limited areas.
• Leadership buy-in is essential – Embedding safeguarding principles requires visible, ongoing commitment from leaders at every level.
• Culturally grounded approaches work best – Tailoring our efforts to reflect diverse cultural contexts builds deeper trust and engagement.
• Consistency is key – Sustainable progress depends on strategic leadership, long-term funding, and continuity in policy and people.

What’s Ahead: scaling our impact in 2025

The next phase of Hīkina focuses on strengthening systems and deepening local impact:

• Nationwide community model of care – A connected framework linking communities with local support services.
• Expanded community readiness assessments – Tailoring strategies to each community’s unique strengths and needs.
• Strengthening E Tū Rangatahi – Supporting Māori-led initiatives that embed protective factors and prevent violence.
• Growing the Safe Clubs, Safe Kids network – Providing education, policy guidance, and practical tools to PUs and clubs nationwide.

The Bigger Picture: Rugby as a catalyst for social change

Hīkina shows how rugby can lead meaningful change—creating safer, more connected communities through collective action.

By equipping clubs, teams, and leaders with the tools, frameworks, and guidance to safeguard wellbeing, rugby becomes more than just a game—it becomes a force for good.

Together, we can create a rugby culture where safety, connection, and belonging are at the heart of every club and community.