'Brand dilution': Chiefs CEO unpacks legal action against PNG league team

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Heather du Plessis-Allan Drive

Author: Newstalk ZB,
Publish Date: Thu, 8 Oct 2026, 6:28pm

Josh Ioane of the Chiefs during the Super Rugby Pacific rugby match between the Chiefs and the Crusaders at FMG Stadium in Hamilton, New Zealand on Friday February 23, 2024. Copyright photo: Aaron Gillions / www.photosport.nz

New Zealand Rugby is filing in the High Court to protect its Chiefs trademark as Australian rugby league bosses push ahead with calling the NRL's 19th team the Papua New Guinea Chiefs.

The new team is set to join the competition in 2028, with the official launch intended for October 21.

Chiefs chief executive Simon Graafhuis says there's been 30 years of growth and development for the Super Rugby franchise, and they're hoping to avoid confusion.

"In terms of brand and IP lore, I think it's pretty clear."