WELLINGTON — New Zealand Rugby have filed proceedings in the High Court of New Zealand against the Australian Rugby League Commission to protect the Chiefs brand ahead of the Papua New Guinea expansion franchise's entry into the NRL in 2028. NZR said the action is designed to stop the use of "PNG Chiefs", "Chiefs" or any other similar names in New Zealand, defending trademark rights to the word "Chiefs" and the Chiefs logo in New Zealand and trademark protection for the logo in Australia since 1998, with the Waikato-based Chiefs having competed in Super Rugby since its creation in 1996.
In a statement, NZR said they are seeking both an interim and final injunction, warning: "If the NRL uses 'Chiefs' as the name for its expansion team playing and trading in those same markets, it will cause significant confusion and damage. In 2026 there has been increased promotion of the NRL team and they have frequently been referred to and are calling themselves the 'Chiefs'." NZR added that IP Australia, the Australian Government agency that administers intellectual property rights, had warned of a "real and tangible danger of confusion" when the ARLC applied for trademark protection for "PNG Chiefs".
Commenting on the decision, NZR chief executive 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 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 added: "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."
Chiefs chief executive Simon Graafhuis said: "Here in New Zealand, when people hear 'the Chiefs', they think of this club and this region. The identity carries significant cultural meaning and connection to the region and its people, we know it means a great deal to our players and coaches past and present, fans and supporters here and around the world." He added: "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." NZR said they had shared concerns since the expansion side's name was confirmed in October 2025 and had sought a positive outcome, but had been unable to engage constructively with the ARLC ahead of the official launch on 21 October 2026. The PNG Chiefs, who are scheduled to enter the NRL in 2028, have already made high-profile additions including Zac Lomax and Joey Manu.