Moves taken to protect Chiefs identity in NZ
The Chiefs name and identity are at the centre of proceedings filed today by New Zealand Rugby (NZR) in the High Court of New Zealand to protect our brand.
NZR has filed proceedings against the decision by the Australian Rugby League Commission (ARLC) to launch a new NRL side using “Chiefs” in its name. NZR is seeking both an interim and final injunction to stop the use of the names “PNG Chiefs”, “Chiefs” or any other similar names in New Zealand.
We have competed as a professional rugby team in Super Rugby since 1996. Over those 30 years, we have built a strong identity and passionate fanbase connected to the team across New Zealand, Australia and internationally.
Chiefs CEO Simon Graafhuis said:
“Here in New Zealand, when people hear ‘the Chiefs’, they think of this club and this region. The identity carries cultural significance and means a great deal to our supporters here and around the world.
“Teams in different sports and markets can exist alongside one another but the issue here is the similarity of our sports competing in the same market.”
In New Zealand, NZR owns both the trademark rights for the word CHIEFS and the Chiefs logo, which uses our iconic black, yellow and red colours. Since 1998, NZR has also held trademark protection for the Chiefs logo in Australia.
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. This view is shared by IP Australia, the Australian Government agency that administers intellectual property (IP) rights, which warned of a “real and tangible danger of confusion” when the ARLC applied for trade mark protection for “PNG Chiefs”.
Since October 2025, NZR has shared concerns with the ARLC and sought a positive outcome.
Regrettably, NZR has been unable to engage constructively with the ARLC towards a resolution. It is now clear that, unless NZR takes this step, there will be no change to the team’s name ahead of the official launch on 21 October 2026.
NZR CEO Steve Lancaster said:
“For 30 years the Chiefs and their players have built an incredibly strong identity that is loved by fans. We have raised our concerns with the ARLC directly and consistently over the last year to find a resolution. We now have a responsibility to protect the Chiefs brand.
“We want to be absolutely clear, this is not about 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 Rugby is committed to preserving the connection our fans, players, and whānau have with the club.
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