Too many chiefs: NZ Rugby takes legal action against new NRL side over name trademark

New Zealand Rugby has taken legal action against NRL expansion side Papua New Guinea Chiefs over the use of its name.

The national body is seeking an interim and final injunction against the Chiefs over the clash with the Super Rugby Pacific side of the same name, who have existed for 30 years.

New Zealand Rugby (NZR) holds the trademark over the Chiefs’ name and logo in New Zealand, as well as the logo in Australia. In a media release, NZR says the view is shared by IP Australia, a government agency that administers intellectual property (IP) rights.

“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.

“We have raised our concerns with the ARLC [Australian Rugby League Commission] directly and consistently over the last year in attempting to find a resolution. We now have 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.” 

New Zealand Rugby is in contact with the NRL over the naming of the Papua New Guinea Chiefs. Photos / Getty Images

The Chiefs, who will enter the NRL in 2028 as the competition’s 19th side, unveiled their name in October last year. In the time since, NZR has engaged with the Australian Rugby League Commission to find a solution to the clash, with no resolution.

The Papua New Guinea Chiefs’ official launch is intended for October 21, with NZR believing no change will be made unless legal action is taken.

“We’ve been in the market since 1996, registered protection both here in New Zealand and Australia,” Chiefs chief executive Simon Graafhuis said.

The NRL and New Zealand Rugby are set to battle over the right of the Chiefs name. Photos / Getty Images, Photosport

“New Zealand Rugby obviously own the brand, but as part of our licence, there’s an obligation on them to actually protect it for us,” Graafhuis said.

“So, New Zealand Rugby’s only doing what they’re obligated to do and also what we’ve asked them to do.

“As part of having a trademark, you’ve got an obligation to defend it. You’ve got to do that as soon as you can to minimise the damage to all parties.

“So, we’re obviously hoping to bring it to a conclusion before there’s a brand launch.”

The chief executive said this wasn’t the Super Rugby Pacific club being against a team in Papua New Guinea, but the key focus was protecting the brand identity of his team.

“We’ve been operating with it for 30 years, so I think we’re well within our rights to actually protect it in the space we’re both playing, oval ball code, similar part of the world, both transtasman.

“Most fans of rugby also like league and vice versa, so there is a big crossover here and like I say, this is about the brand, it’s not necessarily around the rest.”