Innovative ways to get seats filled at grassroots rugby games are needed, to keep the future of rugby alive and strong.
The Deloitte Sports Review shows revenue earned by the 14 ITM Cup rugby unions is falling.
In one year alone, it dropped $11 million.
Deloitte partner Grant Arnold says the biggest fall in revenue is due to a drop in game attendance.
He says this is a worrying trend which needs to be reversed.
"If unions continue to make losses then it puts more strain on the rugby game in the country, but also puts more strain on the New Zealand rugby union and its prime focus is to also support the community game but also to make sure the All Blacks team stays strong."