New Zealand rugby fans have overwhelmingly rejected a campaign urging them to give up sex as a way of supporting the All Blacks during this year's Rugby World Cup.

Telecom Corp, a team sponsor, planned to launch an advertising campaign calling on fans to "Abstain for the All Blacks" next week to generate publicity ahead of the September-October tournament, the New Zealand Herald reported.

It said fans would be given black rubber rings to wear to show they were supporting the abstinence campaign, to be fronted by former All Blacks captain Sean Fitzpatrick.

While the campaign was approved by the New Zealand Rugby Union (NZRU), the idea of putting sex in the sin bin has found little support from the country's sporting public.

"Dumb, dumb, dumb, that's just dumb," one All Black supporter, who identified himself as Grant, told AFP in Wellington.

A New Zealand Herald online poll, asking fans if they would forego sex during the seven-week tournament, attracted almost 10,000 votes, with 92 per cent responding: "No, are you kidding?"

One supporter, who did not want to be named, said he did not relish the prospect of being ridiculed by boozed-up England fans if he turned up to a match sporting a celibacy ring.

Wallabies five-eighth Quade Cooper weighed into the debate with a Twitter post: "French coach once said; sex before a game doesn't hurt performance, it's the hours of pleading to get sex that hurts."

NZRU spokeswoman Juli Clausen confirmed the campaign would go ahead, but stressed it was being organised by Telecom, not the sporting body.

"It's their campaign, their creative (idea), obviously we've been across it, but it's very much their campaign and owned by them," she said.

Clausen was unable to immediately confirm reports that All Blacks coach Graham Henry was asked to front the no-sex campaign but declined.

Telecom marketing director Kieren Cooney said it was a fun way to galvanise support for the All Blacks, who will be desperate to succeed on home soil at this year's tournament after decades of World Cup underperformance.

"We've tried to take a way that is fun and is absolutely tongue-in-cheek and is absolutely based on what, we think, is Kiwi humour," he told the newspaper.

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