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"Where the growth of the Asian population represents a big opportunity for cricket - 43 per cent of adult cricketers in the Auckland area are of Indian ethnicity - for rugby it represents a huge challenge," Snedden said. New Zealand Rugby is exploring new ways to engage with the Asian community, as have other sporting bodies. Jenny Lim works with Harbour Sport as a capability manager and says while sport has "a bit of catching up to do" to engage with what is in itself a hugely diverse community, they are moving in the right direction. "Surveys indicate that Asians participate less, especially in certain contexts like schools and clubs, but there is a desire to participate more. "With more traditional 'New Zealand' sports, it could be a matter of improving access to information. How do we break down some of these barriers and let them know the values we can add to their lives? "Everyone loves the All Blacks, it's a big part of New Zealand culture, so there is a desire to engage more." Former Blues and Maori All Black halfback David Gibson said his sport needed to re-engage at community level. "There is a definite disengagement there," he said. "I coach my son's team. Five years ago we had 13 age-group sides, this year we have three. I don't think rugby is less important, but its engagement and relevance at the community level is a challenge. "I'm a big believer that rugby needs to change and adapt to meet the needs of its people." Miskimmin said sport, including rugby, had for too long been locked into outmoded forms of supply that had failed to adapt to the demands of its customers, but said New Zealand Rugby bosses deserved credit for being proactive, encouraging diversity and sharing their intellectual property with other sports.
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