NZ Rugby goes to high court to protect 'Chiefs' name from PNG league franchise

Rugby union authorities have initiated legal proceedings in New Zealand to prevent the Papua New Guinea-based National Rugby League (NRL) from using the "Chiefs" name in their upcoming league. The Waikato-based Chiefs, a Super Rugby franchise in Australasia, are seeking protection of their brand from the new Papua New Guinea franchise.

The NRL, an Australia-based organization with a New Zealand team, announced plans to expand to Papua New Guinea in 2024, with Prime Minister James Marape unveiling the team's name last year. New Zealand Rugby (NZR) claims they have been unable to engage the Australian Rugby League Commission (ARLC) to resolve the issue, and is now seeking an injunction beforehand.

NZR Chief Executive Steve Lancaster emphasized the Chiefs' strong identity, which has been widely recognized and cherished by fans. He stated that they have consistently raised concerns with the ARLC over the last year but are now responsible for safeguarding the brand. ARLC Executive Chairman Peter Vanderschelden criticized the complaint as hypocritical, pointing out that the Auckland Blues rugby league team has used the "Blues" name for over half a century before the Super Rugby franchise was established.

The NRL's new team, set to launch in 2028, will be backed by significant funding from the Australian government to bolster its influence in the Pacific Islands. NZR CEO Lancaster clarified that this is not about the growth of rugby league in the Pacific, welcoming the region's passion for both rugby codes.