Wales and British and Irish Lions legend Phil Bennett is "ashamed and embarrassed" of the dispute that threatens to divide Welsh rugby.
The Welsh Rugby Union and the nation's four regions dispute funding, a player exodus and a mooted Anglo-Welsh league.
The ex-Llanelli fly-half says fans could be "alienated" by the rows.
"If they don't get their act together... those gentlemen running the game should be ashamed of themselves," said Bennett.
Bennett was fly-half and captain during Wales' 1970s golden era and a star of the Lions' invincible 1974 tour to South Africa.
“British rugby's at war and, at the end of the day do you know what we're going to do? [Answer:] alienate the working class man who comes to support the game”
Phil BennettWales legend
He also led the Lions in their 1977 series loss in New Zealand, having been among the Llanelli players who famously beat the All Blacks in 1972.
He is now a BBC Wales rugby pundit and says fans "paying good money" to watch Welsh rugby are "baffled and sickened" by the rows over the game's future.
"It's [the situation] absolutely disgraceful," Bennett told BBC Radio Wales.
Among the ideas for the future of European rugby to have surfaced this season are European competitions formed by England and France and a tournament involving teams from rugby nations other than England.
Meanwhile Wales' regions are in talks with England's Aviva Premiership clubs that could lead to a full-blown Anglo-Welsh competition.
"Here we are, eight months away, we are at war with each other.
"British rugby's at war and, at the end of the day do you know what we're going to do? [Answer:] alienate the working class man who comes to support the game, [and who] brings their young children to see the stars.
"And if they don't get their act together shortly, those gentlemen running the game should be ashamed of themselves.
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