Wellington Super Rugby franchise the Hurricanes have issued a public apology after a marketing blunder where they used, "Taranaki Land War" to promote their rugby match against the Chiefs on Friday night.
The Hurricanes posted the poster on their Facebook page and Twitter account on Tuesday night, they were quick to take down the posts after they were blasted by followers on social media.
The Hurricanes posted an apology today on both Facebook and Twitter.
"The Hurricanes acknowledge we have made a genuine mistake in regards to a promotion for Friday's match against the Chiefs by referring to a Taranaki Land War," the Wellington Super Rugby franchise Tweeted.
"Firstly we have unreservedly apologised to Taranaki whānui and Waikato Tainui iwi for any offence we caused. To our fans and supporters this does not reflect the views and values of the Hurricanes family, our players and coaches. We are sorry."
The Taranaki land wars is a touchy subject in New Zealand history which began in 1860, where it involved disputes of the sale of Te Atiawa land in Waitara, in North Taranaki.
It is unknown exactly how many lives were lost in the Taranaki land wars but over 3000 lives were claimed during the New Zealand land wars.
Twitter user Leonie Pihama screenshotted the post and wrote: "This is disgusting. Do you have any idea how many of our people were murdered and our women raped in the land wars? How f***ing dare you!"
Another Twitter user Catherine Delahunty questioned the organisations agenda.
"What on earth are these people thinking? Have they no idea and think colonisation is a game?" tweeted Delahunty.
The winner of Friday night's clash between the Hurricanes and Chiefs will go on top of the New Zealand Super Rugby conference.