The chairman of the International Rugby Board has announced a fund-raising campaign to rebuild the sport in Christchurch.
A devastating quake on 22 February caused damage to many parts of the city, including AMI Stadium, forcing games to be held elsewhere in New Zealand.
Bernard Lapasset unveiled the idea on Wednesday at the final news conference to be held before the Rugby World Cup kicks off in Auckland on Friday.
Mr Lapasset said the tournament would be the platform for funds to contribute to rebuilding and supporting the Christchurch rugby community affected by the recent quakes.
He said funds can be donated online and All Blacks captain Richie McCaw will be the face of the campaign throughout the World Cup.
The IRB says overseas broadcasters have shown interest in promoting the appeal on its networks.
However, it says it will not be contributing to the fund, but is incurring costs through building the appeal website and administering donations.
England visit damaged stadium
Christchurch got its first taste of the Rugby World Cup on Wednesday with several England players making a quick visit.
The team were to be based in Christchurch for the World Cup and would have played two pool games at AMI Stadium, but are now being hosted in another South Island city, Dunedin.
Captain Lewis Moody and other players visited the stadium where liquefaction has badly damaged the pitch and said the team are as disappointed as anyone to miss out on playing in Christchurch.
"It would have been great - we would have been based here for a couple of weeks - but it's a fantastic opportunity to be able to get here and show some support for a place that we were going to call home at one stage."
Team manager Martin Johnson said it was a shock to see such a famous ground in the state it is now in and he hoped the team can play there again in future.
Australia's coach Robbie Deans played for Canterbury and the All Blacks before coaching Super Rugby side the Crusaders. He says the Wallabies will also visit Canterbury and help with fund-raising efforts.
