However, that may have to be put on ice as NZ Rugby (NZR) has trademarks on both sides of the Tasman for the Chiefs’ Super Rugby franchise and says it is focused on protecting the brand.
In a statement, NZR says it has corresponded with the NRL about the use of the Chiefs name.
“The Chiefs have been a professional rugby club since 1996 and has an established identity and fanbase, both in the Pacific region and globally,” the statement said.
“This 30-year identity includes the Chiefs name, logo and distinctive colours.
“There are long-standing registered trademarks for the Chiefs logo in New Zealand and internationally, including in Australia. In addition, New Zealand Rugby has sought additional wordmark protections for the Chiefs name and made an application to IP Australia in October last year.
“NZR can confirm we have corresponded with the NRL, including last week, about the decision last year to similarly name and brand a new rugby league team. NZR’s focus is on protecting the Chiefs trademark and working with all parties towards a positive outcome.”
The Chiefs Super Rugby franchise is based in Hamilton. Since being part of the competition, it has won two titles when current All Blacks coach Dave Rennie was in charge in 2012 and 2013.
Intellectual property barrister Earl Gray from Sangro Chambers told Newstalk ZB that NZR would have a strong case in court.
The league team’s potential colours could compound the issue.
The Chiefs Super Rugby franchise uses black, red and yellow, the same colours as the PNG flag and those the Chiefs NRL franchise uses on social media.
“If they’re the same colours, then arguments that people aren’t going to be confused get a bit more difficult,” Gray said.
“There’ll be merchandise, and that’s a key area for all teams, which is on sale potentially in the same stores.
“Both have Chiefs on them and both have the red, black, and yellow. So that would, I suppose, potentially strengthen NZR’s position because the likelihood of confusion would be increased.
“If they [NZR] sued in New Zealand, then they would likely get an injunction to stop that name being used. That would be the argument as soon as PNG Chiefs is out there, it undermines the exclusivity of the Chiefs rugby franchise in the name Chiefs.”
Earl Gray is an intellectual property barrister. Photo / Sangro Chambers
Vanuatu United FC, the soccer club who will compete in the new Fifa-backed OFC Pro League, are also known as the Chiefs.
There has been a similar event in New Zealand when the Auckland-based Football Kings were forced to change their name by the Sydney Kings basketball franchise.
Despite initially refusing to change their name, they eventually relented and altered the spelling to Football Kingz instead of going to court.
There are teams across multiple sporting competitions that use the same moniker, including the Wellington Phoenix football team and South East Melbourne Phoenix basketball team.
“I don’t think if they’ve got a valuable brand and they perceive that that brand is being damaged, then that’s why they’ve invested in trademark protection and and renewed it over 30 years,” Gray said.
“In that sense, I don’t think it’s something that New Zealand Rugby would feel they they should or need to bail on.
“It’s a valuable brand which they’d be looking to enforce and that’s you know, that’s why you have rights. You have rights because at some stage you might have to use them to stop someone doing something.”
Earlier this month, Prime Minister Christopher Luxon declared the PNG Chiefs are building the “best league team in the world” and predicted plenty of Kiwis will travel to Papua New Guinea to watch the NRL’s newest franchise, despite safety concerns over travel to the nation.
So far the Chiefs have signed seven players including Jarome Luai and former New Zealand international Joseph Manu.
The National Party leader made the bold claim during a press conference with PNG Prime Minister James Marape, where they discussed a new direct flight between Port Moresby and Auckland, which would be up and running in 2028.
“I’m telling you, you’re gonna get a lot of Kiwis coming up to watch those league games,” Luxon said, before pointing to Marape and adding: “He’s just built the best league team in the world”.
Luxon’s comments came just hours after he was left red-faced confusing the Warriors with the Super Rugby side, the Waratahs.
Ben Francis is an Auckland-based reporter for the NZ Herald who covers breaking sports news.