"They need to stop taking themselves too seriously," he said.
"The public response has been absolutely outstanding. There's a need for it. They want to see it, they want to see all of these players."
The opportunity to market the game at this time of year made league the envy of every sporting code in Australia, and the tournament would also provide a huge boost for the game in New Zealand, he said.
"Auckland will be awash with the National Rugby League for three or four days. It's wonderful, if you think outside your own little square, think about the benefits for the game and the code itself. It will certainly be the envy of every other code in Australia at the moment, or New Zealand."
While the main stadium has sold out, about 600 "diamond class" tickets remain. The seats are in the temporary seating added to boost Eden Park's capacity.
Nines countdown
Today: Gold Coast's Titans will be jet boating on the Waitemata.
Tomorrow: Squads revealed.
Wednesday: More teams arrive.
Thursday: All teams will visit a local league club and meet fans.
Friday: Official welcome at Aotea Square.
Saturday: Pool play.
Sunday: Playoffs and finals