Cold water poured on charity

All Blacks captain Richie McCaw is promoting the bottled water. Photo / Supplied

Rugby chiefs have stopped a bottled water company promoted by three All Blacks from donating a share of the profits to a child charity.

Five cents from the sale of every bottle of Water For Everyone, backed by Ali Williams, Richie McCaw and Daniel Carter, will go to community groups - but not directly to official All Blacks charity KidsCan.

The move has highlighted the strict control the sport's bosses have over the sponsorship activities of top players.

The New Zealand Rugby Union said a link to the group would tie the product too closely to the All Blacks.

Contractual obligations also prevented Carter appearing in ads alongside Williams and McCaw, because three players together would be considered an official All Black promotion.

NZRU commercial manager Paul Dalton said the players were aware of their obligations under the collective contract, which had been in place for some time.

He said the decision over KidsCan donations was "a tricky one".

Williams was keen to support the organisation but the link could imply the water was an All Blacks product, Dalton said.

Both Williams and McCaw were "quite comfortable" that the "use of a charity angle" couldn't involve KidsCan, he added.

Dalton said All Blacks sponsor Coca-Cola, which also sells a bottled brand, was aware of the promotion, but had not been involved in discussions over the Water For Everyone campaign.

Carter, Williams and Richie are all shareholders in Premium New Zealand Trading Company Ltd, which is behind the brand.

The company is headed by Lee Wynyard, who said they were keen to see a share of the profits go to schools and youth organisations.

A spokeswoman said the company's own charity, the For Everyone Charitable Foundation, would consider funding applications.

"Ali continues his involvement with KidsCan, but the players can't break any contractual obligations with the Rugby Union."

KidsCan general manager Julie Helson wasn't aware of the NZRU's position, but understood the company had set up its own foundation so profits could support a number of groups, including KidsCan.

Helson said she supported the water promotion. "Hopefully they sell loads of it."

Ads for the water featured pupils from Auckland's Dominion Rd School, which is also linked with KidsCan.

Principal Marion Caulfield was happy for the children to be involved because it promoted drinking water, rather than sugary drinks.

"And having the All Blacks as well, the kids just thought that was cool."