Despondent New Zealanders reluctantly confronted the dreaded 'choker' tag on Thursday after losing the America's Cup in one of sport's most stunning comebacks.

"Choke on this New Zealand", was the blunt advice on the country's most popular news website, stuff.co.nz, after Emirates Team New Zealand lost the regatta 9-8 to Oracle Team USA, despite leading 8-1 last week.

"It has been labeled the greatest comeback in the history of sport and it's hard to disagree," the Fairfax Media site said.