Frizzell said accepting the gig was the worst investment decision he'd ever made.
Frizzell said he produced seven images as part of the deal, including a rugby ball-shaped tiki, the Kia Kaha Kid and a collage of inspirational words that look like road signs.
The images appeared on Rugby World Cup 2011 apparel and the prints were also sold in a limited run of 300.
Frizzell said he and his art dealer were promised extensive marketing which was never delivered so they were left to cover the advertising and other unforeseen costs.
"It was presented to us in a way that all those things would be covered by the existing databases of the major sponsors."
There were also a lot of rules which weren't made clear before Frizzell took the role, including not being able to mention the All Blacks.
"If I'd been able to make portraits of Richie McCaw and things like that, they would have sold.
"I think I did a pretty good job, but it [the work] just didn't connect. You have to connect it with the people."
Frizzell was awarded the role after his name was brought up in discussions by officials and he was approached.
The artist and his art dealer have almost made their money back through selling packages of the World Cup work and other projects.
Former chief of the Rugby World Cup 2011, Martin Snedden, said the organisation he ran had nothing to do with the commercial licences and that he had no commercial relationship with Frizzell.
NZ Rugby and the Government were shareholders in the tournament but neither was involved in the commercial licensing agreements.
The licensing business was run by the International Rugby Board subsidiary Rugby World Cup Ltd. By the time this paper went to print, the IRB, which is based in London, had not replied to the Herald's request for comment.
- Amelia Wade, New Zealand Herald
