The Blues made previously un-thought of headlines by bringing in All Blacks legend Dan Carter as a player-mentor for Super Rugby Aotearoa.
At 38, Carter spent the last five years in France and Japan after leaving the New Zealand game after the 2015 Rugby World Cup.
He is unlikely to suit up for the club for their first couple of games, until he gets up to match-fitness.
University of Auckland senior marketing lecturer Bodo Lang told Heather du Plessis-Allan it is a great move by the Blues from a marketing perspective.
"Dan Carter is a really well-known brand name.
"People have very high-liking of him, so he's got all the core aspects of a core brand."
Mr Lang said the signing will also bring more fans to games.
"This is a great catalyst to basically reinstill old habits, so bring people back into the stadium. But also maybe to tap into new markets, people that maybe haven't been before to a game."