Debate is waging around whether the Government should fund the All Blacks, after coach Steve Hansen asked the Prime Minister about the matter this weekend.

Speaking about the struggles the team has retaining players from cash-rich clubs in the northern hemisphere, Hansen claimed the All Blacks is New Zealand's "biggest brand".

Jill Brinsdon, from brand performance agency Tricky, told Mike Yardley that the All Blacks are a big brand for New Zealand.

However, she says that much of the All Blacks brand comes from New Zealand hitting above its weight.

She says changing how much players are paid will alter that perception.

"I imagine it would change the mana and reputation around the All Blacks brand."

Brinsdon says that funding would need to look into how much influence the All Blacks having in bringing people to the country.

LISTEN TO JILL BRINSDON TALK WITH MIKE YARDLEY ABOVE