Chiefs in showdown with PNG’s new rugby league team over identical name
The simmering trademark dispute between New Zealand Rugby and Papua New Guinea’s incoming NRL franchise has erupted into a legal battle after NZR filed a High Court injunction to stop the new club from using the Chiefs name.
In a statement released on Thursday, NZR said it is seeking both an interim and final injunction which stops the use of the names “PNG Chiefs”, “Chiefs” or any other similar names in New Zealand.
The move represents a major escalation in the dispute and threatens to disrupt the PNG club’s plans to formally unveil their inaugural jersey and branding in Port Moresby on October 21 – less than two weeks away.
The PNG team, which is set to join the NRL in 2028 as the competition’s 19th franchise, is backed by a $600 million Australian government funding package. The Chiefs Super Rugby club have argued that allowing another professional sporting franchise to use the same name in the same trans-Tasman market risks undermining a brand it has spent three decades building.
NZR chief executive officer Steve Lancaster said for 30 years the Chiefs and their players have built an “incredibly strong identity that is widely recognised and loved by fans”.
“We want to be absolutely clear, this is not about rugby league’s growth in the Pacific. We welcome the development of the Pacific region through sport and the passion that the people of Papua New Guinea have for both rugby and rugby league.”
Lancaster added that since October 2025, when the expansion side’s name was confirmed, NZR has shared its concerns with the Australian Rugby League Commission (ARLC) and has sought to engage them to agree a positive outcome.
“For 30 years the Chiefs and their players have built an incredibly strong identity that is widely recognised and loved by fans. We have raised our concerns with the ARLC directly and consistently over the last year in attempting to find a resolution. We now have a responsibility to protect the Chiefs brand,” he said.
The Waikato side has used the Chiefs name since 1996 and holds registered trademarks covering its logo in New Zealand and internationally, including Australia.
The Super Rugby club’s position appears to be backed by IP Australia, which has reportedly raised repeated concerns about the PNG’s club’s attempts to secure trademark protection for its name.
The ABC last week reported the NRL has received three adverse reports in response to the PNG club’s trademark applications, with IP Australia declaring there is a “real and tangible danger” of brand confusion.
An adverse report from IP Australia is a formal notice identifying issues with a trademark application that need addressing before it can be accepted.
The choice of the Chiefs name has particular significance in PNG.
Prime Minister James Marape announced the name last year after a public process, saying the word reflected the country’s history, with chiefs – both men and women – having played an important role in communities across the nation’s many tribes.
Chiefs CEO Simon Graafhuis said the ‘Chiefs’ identity also carries significant cultural meaning and connection the Waikato and Bay of Plenty regions.
“We know it means a great deal to our players and coaches past and present, fans and supporters here and around the world,” he said.
“Teams in different sports and markets can exist alongside one another with the same name, but the issue here is the similarity of our sports competing in the same market, for the same fans, in overlapping windows.”
