Days out from the Ireland-New Zealand Rugby World Cup quarterfinal, the haka's Irish critic has doubled down on claims the All Blacks' haka is a marketing ploy and insulting to Māori.
Ewan McKenna riled Kiwis last month when he wrote in a Pundit Arena column that New Zealand's pre-game ritual was "completely overdone" and called for World Rugby to stop "pandering to the dance".
Now, just three days out from what is shaping to be a fiery playoff encounter, he's not backing down.
The former Irish sports journalist of the year told Stuff the All Blacks' haka has been exploited by New Zealand Rugby and its commercial partner, Adidas.
McKenna was perplexed about players of European descent not only doing the haka but leading it, such as All Black captain Kieran Read. He said this showed ignorance of its cultural importance to Māori.
However, Dr Paku Tarai, chairman of the Ngati Toa iwi, told Stuff they completely backed the All Blacks' use of their trademark haka.
The All Blacks have been performing the haka since 1905.
New Zealand Rugby had no comment to make on McKenna's remarks.
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