Former All Black Andy Haden will remain an ambassador for the 2011 Rugby World Cup, despite his "unhelpful" comments about players of Pacific Islander origin, said rugby world cup Minister Murray McCully.

Haden sparked a public backlash by suggesting during the week on Sky TV's Deaker on Sport programme that the Crusaders franchise had race-based selection policies which involved recruiting only three "darkies".

Mr McCully met with Haden on Sunday amidst calls to fire him from the role. He later said Haden's comments were not positive for the World Cup programme but that his contribution was valued.

"The purpose of the 2011 ambassador programme is to generate positive outcomes, especially in relation to trade, tourism, and investment. It is clearly very unhelpful to instead be engaged in a controversy over the use of language," Mr McCully said.

"Mr Haden accepts that his use of a particular term caused offence.

"He has, without any prompting from me, already publicly apologised for causing offence. I understand that he is releasing a more general statement of apology today. That, as far as I am concerned, is the end of the matter."

Haden is one of six rugby ambassadors and his role has been to connect the range of industry showcasing activities planned for the event.

"I greatly value that contribution and trust it will be for this work, and not for the use of inappropriate language, that he comes to public attention in future," Mr McCully said.

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