A Muslim community advocate says the Crusaders name and its branding need to go, and quickly.
On Wednesday the Crusaders and New Zealand Rugby announced they would this season seek feedback on the Crusaders name, giving two options.
One was to remove the sword-wielding horsemen that has been part of pre-match entertainment, the second was to change the branding, as well as the Crusaders name that has been with the team since 1996.
Changing the imagery only would be an insult and defeat the purpose altogether, advocate Guled Mire told Radio New Zealand.
By keeping the name in itself, which is actually quite distasteful, that's not a viable option so I'm disappointed that's being considered because for me that defeats the whole purpose."
Mire said the name change debate should have happened a few weeks ago.
Since the March 15 mosque attacks in Christchurch there has been discussion around the Crusaders name.
The Crusades were a series of religious and political wars between Christians and Muslims fought in the 11th and 13th centuries.
Mire said the fact NZR and the Crusaders were talking about the name change was a step in the right direction, but it was important for all communities to be consulted, and not just the Muslim community.
"I think given the historical context of the name itself in terms of the Crusaders and the Crusades that had happened and what has happened in Christchurch, I think we need to revisit that and anything that really marginalises Muslim communities or any other religious or ethnic groups, it needs to be addressed," he told Radio NZ..
Mire is a speaker, activist and writer who is passionate about advancing the social well-being of New Zealand's ethnic and former refugee communities.
He was born in Somalia and resettled in New Zealand with his family when he was six years old. He now works in central government policy.
Federation of Islamic Associations of New Zealand president Mustafa Farouk told Radio NZ anything that reinforced unity was a good thing.
"We all have to look at the bigger goal. New Zealand has decided we are one family and we are going to walk together and anything that will create misgivings is going to be done away with.
"So if this is the reason the Crusaders are going to do what they are going to do then I think it should be applauded."
He said it was fine if people thought the name should not be changed.
"I'm not going to deny that for a lot of people they have that brand and they are attached to that brand and we can't tell them that they shouldn't feel that way but we all have to look at the bigger picture, the bigger goal.
"But that doesn't mean we should look down on the people who say the name should not be changed."
Crusaders chief executive Colin Mansbridge said it was important for all fans to be consulted and it would not be up to the Muslim community.
"We don't think it's fair to put that community under pressure, both in terms of engaging them in that conversation - frankly they're too polite to say what they feel - so we're not going to put them in that position.
"We're also really nervous about inciting the wrong behaviour from our community."
The sword-wielding horsemen in the pre-match entertainment will be dropped for the rest of the season.
New Zealand Rugby head Steve Tew said on Wednesday keeping the Crusaders' name in conjunction with the branding and horsemen was no longer tenable.