New Zealand Rugby (NZR) has launched High Court proceedings in New Zealand to stop the National Rugby League's (NRL) new Papua New Guinea-based franchise from using the "Chiefs" name within New Zealand.
NZR stated this action is to protect the brand of the Waikato-based Chiefs, a team that has competed in the Super Rugby competition across Australasia since 1996. The NRL, which announced its expansion to Papua New Guinea in 2024, saw the island nation's Prime Minister James Marape unveil the "Chiefs" name for the new team in 2025.
NZR chief executive Steve Lancaster said that attempts to engage the Australian Rugby League Commission (ARLC) on the matter had been unsuccessful. NZR is now seeking an interim and final injunction against the name's use before the Papua New Guinea team's official launch later this month. Lancaster added, "For 30 years the Chiefs and their players have built an incredibly strong identity that is widely recognised and loved by fans."
ARLC Executive Chairman Peter V'landys called the complaint "hypocritical," citing the New South Wales rugby league team's use of the "Blues" brand for over 50 years before the Auckland-based Blues Super Rugby franchise launched 30 years ago. V'landys stated, "We will defend this vigorously."