A small British rugby club is taking on the New Zealand Rugby Union over rights to the name "All Blacks".

Launceston, known as the Cornish All Blacks, have applied to the Patent Office in London to register the name as a trademark in their area, the Sun newspaper in London reported.

But their namesakes in New Zealand - famed worldwide for their black kit and their pre-match haka - are trying to kick the bid into touch.

They have written to the club twice asking them to withdraw their application and are now threatening legal action.

According to former NZPA journalist Ron Palenski, who has written books on the All Blacks, the name was used in Wellington's Evening Post when a Sydney correspondent was previewing the tour by the British team of 1904, and there were earlier references as early as 1889.

Launceston, who play in National League Two, have been known as the Cornish All Blacks since they were formed in 1948: the name came from wartime blackout curtains being used to make their first team uniforms.

Club president Tony Randel said: "It has got pretty heavy. We punch above our weight for a club from a small town, but we are basically a small Cornish club and we don't have the sort of money to fight a legal campaign."

The New Zealand Rugby Union, whose All Blacks are rated the world's No.1 team, said contracts with sponsors forced them to take action against anyone else exploiting the All Blacks name.

Adidas renewed its All Black sponsorship in 2002 with a commitment to spend $US200 million ($A297 million) over nine years.

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