New Zealand Rugby has launched High Court proceedings seeking to prevent Papua New Guinea’s new NRL franchise from using the Chiefs name in New Zealand, escalating a trademark disagreement that has continued for almost a year.
NZR is pursuing interim and permanent injunctions against the use of “PNG Chiefs”, “Chiefs” or similar branding, arguing that the proposed identity threatens the reputation and commercial value of the Waikato-based Super Rugby club, established in 1996.
The legal challenge comes ahead of the PNG franchise’s planned jersey and branding launch on October 21, with the Australian government-backed team scheduled to enter the NRL in 2028. NZR chief executive Steve Lancaster said repeated attempts to resolve the matter with the Australian Rugby League Commission had failed, leaving legal intervention necessary to safeguard the existing brand.
Australian trademark authorities have reportedly identified a substantial risk of consumer confusion, raising objections to the PNG club’s registration applications. While Papua New Guinea selected the name to honour its traditional community leadership, the New Zealand Chiefs maintain that two similarly named professional rugby franchises competing for audiences in overlapping markets could damage their established sporting identity.
