One sporting expert is emphasising the importance of the All Blacks as part of our country's identity.

This comes after All Blacks coach Steve Hansen raised the issue of funding with the Prime Minister following Saturday night's Bledisloe Cup victory - claiming New Zealand Rugby is financially stretched compared to some sporting organisations.

Esportif International director and player agent Bruce Sharrock told Mike Hosking there could be several unintended consequences if funding is not increased.

"The All Blacks have become part of our social fabric, but if it was eroded through its talent pool and our team wasn't the best in the world, is that still going to be aspirational, keep our people exercising, have a pretty big burden on our health system."

Sharrock says player retention in New Zealand is an ongoing challenge.

"There's a market that exists outside of New Zealand that has deeper pockets and is attracted to certain types of players."

LISTEN TO BRUCE SHARROCK TALK WITH MIKE HOSKING ABOVE