New Zealand Rugby has filed proceedings in the High Court over the decision to name the NRL's Papua New Guinea expansion side the Chiefs.
NZ Rugby said it was seeking both an interim and final injunction to stop the Australian Rugby League Commission (ARLC) from using the names “PNG Chiefs”, “Chiefs”, or any other similar names in New Zealand.
NZ Rugby said it has owned both the trademark rights for the word Chiefs and the Chiefs logo since 1998. It also said it holds trademark protection for the franchise's logo in Australia.
The organisation said it had been sharing its concerns with ARLC since the NRL expansion side's name was confirmed and sought to agree on a positive outcome.
"Regrettably, NZR has been unable to engage with the ARLC constructively towards a resolution, and 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 October 21, 2026," a spokesperson said.
NZ Rugby said using "Chiefs" for the expansion team would cause "significant confusion and damage", as both brands would be playing and trading in the same markets.
NZ Rugby CEO Steve Lancaster said the organisation had a "responsibility to protect the Chiefs brand".
“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 CEO Simon Graafhuis said the Chiefs brand carried "significant cultural meaning and connection" to the region it was based in.
"We know it means a great deal to our players and coaches past and present, fans and supporters here and around the world.
“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 IP Australia had warned of a "real and tangible danger of confusion" when ARLC applied to protect the name PNG Chiefs.
It said it had spent a year sharing its concerns, to no avail.
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