New Zealand Rugby has announced a new visitor attraction to open in Auckland in 2017, called the All Blacks Experience.
The attraction will be built on a prime site in the Wynyard Quarter on Auckland's waterfront, in a joint venture with tourism firm Discovery Partners.
New Zealand Rugby chief executive Steve Tew said it would be a state-of-the-art interactive "destination", which would showcase the All Blacks in a new way.
He said it was hoped to be a boon for the game and the NZ Rugby brand, as well as providing a financial return.
Mr Tew said there were three main factors behind the move.
"We clearly need to be generating revenue from alternate sources, we genuinely believe that we can enhance brand New Zealand, brand rugby and "brand All Blacks", and we genuinely believe that we can further inspire young New Zealanders - male and female - to want to play our game."
He would not reveal the projected cost for commercial reasons.