The National Rugby League's (NRL) taxpayer-backed team in Papua New Guinea (PNG) is facing a potential name change before its inaugural season due to a legal threat from New Zealand Rugby. The Hamilton-based Chiefs Super Rugby franchise has demanded the NRL reconsider the name "PNG Chiefs," citing trademark infringement and the potential for brand confusion.
The dispute comes just weeks before the PNG club plans to unveil its official logo and jersey in Port Moresby next month. The team, which is slated to enter the competition in 2028 with backing from a $600 million Australian government package, has already announced significant player signings, including Jarome Luai. The club has also secured a major sponsorship deal described as the largest in NRL history.
New Zealand Rugby, which has held the trademark for its Chiefs logo since 1998, stated that its club has spent three decades establishing its identity. "The Chiefs have been a professional rugby club since 1996 and has an established identity and fan base, both in the Pacific region and globally," a spokesperson told The Sydney Morning Herald. "NZR's focus is on protecting the Chiefs trademark and working with all parties towards a positive outcome."
The NRL applied to register the trademark 'PNG Chiefs' in October 2025, with New Zealand Rugby lodging its own application for the word 'Chiefs' two days later. Both applications have faced objections related to existing trademarks, particularly concerning clothing and entertainment.
According to reports, IP Australia noted a risk of confusion because the existing rugby union Chiefs brand lacks a geographical identifier. The shared team colors of black, red, and yellow further complicate the dispute.
Public reaction among rugby league fans has been divided. Some commenters on Reddit's NRL forum have supported New Zealand Rugby's stance, arguing for a unique identity for the new PNG team. Suggestions for alternative names have included Pythons, Crocodiles, Vipers, and Cassowaries. Others questioned why the club did not adopt an existing PNG rugby league identity like the Hunters.
Conversely, some fans do not see an issue, pointing to instances where teams in different codes or countries share names, such as the Wests Tigers and Richmond Tigers in Australian rules football, or the Kansas City Chiefs and Exeter Chiefs in rugby union. The NRL has reportedly made a similar argument in its trademark application attempts.
The proposed name 'Chiefs' for the PNG team was endorsed by PNG Prime Minister James Marape, who stated that the name reflects the nation's history, where chiefs played a crucial role in governance. The club's logo and jersey unveiling event remains scheduled for October.