Old mates struggling to recognise rebranded Israel Folau

Friends and rugby associates of Israel Folau claim they are struggling to recognise the rebranded star.

As Folau buries himself into fighting his sacking by Rugby Australia for airing his forthright religious views, including condemning gays to hell, it seems he is growing increasingly distant from those he used to rub shoulders with.

They believe his new entourage – which The Australian newspaper labelled "the merry band of preachers, spinmeisters, lawyers and advisers" – are taking things to a new level.

In an article in The Australian, a former rugby associate of Folau felt the sacked Wallaby was an easy target for religious freedom campaigners.

The anonymous associate said the statements issued by Folau #teamjesus in recent days no longer "sounds like the Izzy I know", including his "heavily scripted" interviews with Sydney broadcaster Alan Jones.

Another former close friend and rugby associate described Folau as a "gentle, simple man". But that was changing under new influencers headed by Melbourne PR outfit, Civic Reputation.

He felt that was well illustrated by Folau's "surreal" tweet last weekend when Folau supported a call by the ABC's Drum presenter Julia Baird for an end to the "anonymous online attacks" directed at one of his critics, comedian Magda Szubanksi of Kath and Kim fame.

"Izzy wouldn't have known who Julia Baird is and he definitely would never have heard of Magda," the former friend said.