Rugby union officials have launched New Zealand High Court proceedings to prevent the National Rugby League’s (NRL) new Papua New Guinea-based franchise from using the “Chiefs” name in New Zealand.
New Zealand Rugby (NZR) said the move was an effort to protect the brand of the Waikato-based Chiefs, who have played in the Super Rugby competition across Australasia since rugby union turned professional in 1996.
The NRL, which is Australia-based but has one team in the New Zealand city of Auckland, announced the expansion of the league to Papua New Guinea in 2024.
The island nation’s Prime Minister James Marape unveiled the name “Chiefs” the following year.
NZR said attempts to engage the Australian Rugby League Commission (ARLC) over the issue had been unsuccessful and it was seeking an interim and final injunction against the use of the name before the Papua New Guinea team was officially launched later this month.
“For 30 years the Chiefs and their players have built an incredibly strong identity that is widely recognised and loved by fans,” NZR chief executive Steve Lancaster said in a statement today.
“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.”
ARLC executive chairman Peter V’landys said the complaint was hypocritical given the New South Wales rugby league team had used the “Blues” brand for more than half a century before the Auckland Blues Super Rugby franchise was launched 30 years ago.
“We will defend this vigorously,” he said.
“The hypocrisy is mind-blowing, considering the Auckland Blues in 1996 used the NSW Blues name without any consultation or approval.”
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