Team names and brands can be very sacrosanct. It can symbolise its identity; past and a city's values and core beliefs. It's because of this that the team will do anything to block another team from copying its name or identity.
This has been the case in recent days in New Zealand regarding the Waikato Chiefs.
The battle over the use of the "Chiefs" name is headed to the New Zealand High Court after New Zealand Rugby (NZR) launched legal action against the Australian Rugby League Commission (ARLC).
NZR on Thursday said it had been left with no choice but to launch legal proceedings against the ARLC, who has sought to adopt the name for its Papua New Guinea expansion franchise.
The PNG Chiefs are due to join the NRL in 2028 and have already signed a raft of players, including code-hoppers; Zac Lomaz and Joey Manu but they may yet have to undergo a change of name if NZR gets its way.
The Chiefs' Super Rugby franchise has existed since 1996, with NZR claiming the introduction of the PNG Chiefs would result in "significant confusion and damage" should they be allowed to compete under the name from 2028.
"New Zealand Rugby (NZR) has today moved to protect the Chiefs brand and is filing proceedings in the High Court of New Zealand against the decision by the Australian Rugby League Commission (ARLC) to launch a new NRL side using "Chiefs" in its name," an NZR statement read.
"NZR is seeking both an interim and final injunction which stops the use of the names 'PNG Chiefs', 'Chiefs' or any other similar names in New Zealand."
"The Chiefs have competed as a professional rugby team in Super Rugby since 1996 and over those 30 years, have built a strong identity and fanbase across New Zealand, Australia and internationally.
"In New Zealand, NZR owns both the trademark rights for the word Chiefs and the Chiefs logo and since 1998, NZR has also held trademark protection for the Chiefs logo in Australia."
NZR claims it had tried to engage with the ARLC in an attempt to find a resolution; yet the commission was now intent on proceeding with the official launch of the PNG Chiefs on 21 October.
"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 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."
The Chiefs won two Super Rugby titles in back-to-back seasons in 2012 and 2013 and were runners-up in Super Rugby Pacific this season after suffering a crushing defeat by the Hurricanes in the decider.
The Hamilton-based team has produced countless All Blacks since its inception; with Saturday's run-on team to face the Wallabies featuring six players from the franchise.
"Here in New Zealand, when people hear 'the Chiefs', they think of this club and this region. The identity carries significant cultural meaning and connection to the region and its people; we know it means a great deal to our players and coaches past and present, fans and supporters here and around the world," Chiefs CEO Simon Graafhuis said.
"Teams in different sports and markets can exist alongside one another with the same name, but the issue here is the similarity of our sports competing in the same market, for the same fans, in overlapping windows."
However, ARLC executive chairman Peter V'Landys later issued a stinging rebuke, insisting he would vigorously defend PNG's right to use the Chiefs as its team name.
"The hypocrisy is mind-blowing, considering the Auckland Blues in 1996 used the NSW Blues name without any consultation or approval. The NSW Blues had been the Blues for in excess of 50 years before that," he said.
For those who are unaware; NSW Blues are an Australian domestic cricket team.
"Rugby union is obviously feeling threatened by rugby league in New Zealand, with sell-outs at most rugby league games."
New Zealand Rugby's trademark case over the Chiefs name may look strong on paper - but it's not straightforward, a lawyer has warned.
NZR is seeking both an interim and final injunction; to stop Papua New Guinea's incoming NRL franchise from using the 'Chiefs' name; or any similar names, in New Zealand.
The move represents a major escalation in the dispute and threatens to disrupt the PNG club's plans to formally unveil their inaugural jersey and branding in Port Moresby on 21 October - less than two weeks away.
The PNG team, which is set to join the NRL in 2028 as the competition's 19th franchise, is backed by a $600 million Australian government funding package. The Chiefs Super Rugby club have argued that allowing another professional sporting franchise to use the same name in the same trans-Tasman market risks undermining a brand it has spent three decades building.
Kate Duckworth, who specialises in intellectual property and trademarks, told Morning Report the case looks really strong: "it's the same name, in a very similar sport - and that's what you need for trademark law."
"But you need a third thing - and that's for the public to be deceived or confused," she said. "That's where I think this case could be a bit more difficult."
Duckworth says the judge will have to look at whether the general public are likely to be genuinely confused by two teams playing in different competitions having the same name.
"Are they going to buy a ticket for the wrong game? Are they going to buy the wrong merchandise? Are they going to come out wearing a PNG Chiefs shirt rather than a Waikato Chiefs shirt?"
She said fans of both rugby and rugby league codes - or even fans of just one - are likely to be educated enough in that particular market, meaning confusion is less likely.
Duckworth says due to social media and global media coverage, a regional rebranding for the PNG Chiefs applying to New Zealand only, is unlikely.
"Either you've got a trademark registration, which here the Chiefs do or you've got sufficient reputation that when people hear the Chiefs in relation to spor; they know what they're talking about.
"I think that the Chiefs in New Zealand tick those boxes," she said. "They've got their trademark registrations and they've got a good public following. Everybody knows who they're talking about. That part of the law, I think, is covered pretty easily. But, it's the practicality around being something else."
Duckworth said NZR would need to convince a jduge they at least have a strong case in order to place an interim injunction - and then move towards a full trial.
"Those often take a year, they can take 18-months, it could be longer before it gets to court to be fully decided.
"But if the judge was convinced there's enough for an interim injunction, then that interim injunction stays in place until the full court hearing," she said.
The Waikato side has used the Chiefs name since 1996 and holds registered trademarks covering its logo in New Zealand and internationally; including Australia.
The choice of the Chiefs name has particular significance in PNG.
Prime Minister James Marape announced the name last year after a public process, saying the word reflected the country's history, with chiefs - both men and women - having played an important role in communities across the nation's many tribes.
Chiefs CEO Simon Graafhuis said the 'Chiefs' identity also carries significant cultural meaning and connection the Waikato and Bay of Plenty regions.
"We know it means a great deal to our players and coaches past and present, fans and supporters here and around the world," he said. "Teams in different sports and markets can exist alongside one another with the same name, but the issue here is the similarity of our sports competing in the same market; for the same fans, in overlapping windows."
NZR said in a statement, "If the NRL uses "Chiefs" as the name for its expansion team playing and trading in those same markets, it will cause significant confusion and damage. In 2026 there has been increased promotion of the NRL team and they have frequently been referred to and are calling themselves the "Chiefs.""
"Notably, this view is shared by IP Australia, the Australian Government agency that administers intellectual property (IP) rights, which has warned of a "real and tangible danger of confusion" when ARLC applied for trademark protection for "PNG Chiefs.""
"Since October 2025 when the expansion side’s name was confirmed, NZR has shared its concerns with the ARLC and has sought to engage them to agree a positive outcome."
"Regrettably, NZR has been unable to engage with the ARLC constructively towards a resolution and it is now clear that, unless NZR takes this step, there will be no change to the team’s name ahead of the official launch on 21 October 2026."
Commenting further on the decision to pursue legal action, NZR CEO, Steve Lancaster, said: "For 30 years the Chiefs and their players have built an incredibly strong identity that is widely recognised and loved by fans. 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."
"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."
Simon Graafhuis added: "Here in New Zealand, when people hear 'the Chiefs', they think of this club and this region. The identity carries significant cultural meaning and connection to the region and its people, we know it means a great deal to our players and coaches past and present, fans and supporters here and around the world.
"Teams in different sports and markets can exist alongside one another with the same name but the issue here is the similarity of our sports competing in the same market, for the same fans, in overlapping windows."
No date has yet been slated for the hearing in New Zealand's High Court.
I'm fully with NZR. The Chiefs have been in existence for three decades. They also have legal standings in the matter. It's a matter of who came to the name first. A massive confusion will take place if PNG are allowed to use the name.
I'm sure PNG can think of another name that symbolises what the team and country is all about.