When the Team Name Becomes the Main Event: An NRL Trade Mark Showdown
Published 9 November 2026
Names of sporting teams are important in the same way names of any businesses are. Like business names, they carry significant commercial value and meaning. They appear on jerseys, flags, ticket booths and social media feeds, and can evoke fierce loyalty amongst fans.
The trade mark dispute involving New Zealand Rugby (NZR), the Papua New Guinea (PNG) Chiefs and the National Rugby League (NRL) is another reminder of just how much can be at stake when sporting identities collide. It is certainly not the first time a team name has become the subject of a legal battle. We recently wrote about the Dolphins dispute here: A Dolphin Tale: The Commercial Realities of Trade Mark Consent in Australia.
For those unfamiliar with the different codes of rugby, the primary differences between the two include team size, the tackle rules, and how play restarts . NZR recently launched legal action against the NRL over the naming of the league’s 19th team, the PNG Chiefs. NZR own registered trade mark rights for both the word and logo for the Super Rugby (Rugby Union) team, the Chiefs, based in Hamilton NZ.
At first glance, it may seem to be an argument about one word. In commercial terms, however, it is a contest over a valuable sporting identity—one connected to merchandise, sponsorships, broadcasting, digital content and the passion of supporters.
At the heart of the dispute is the word CHIEFS and the extent to which it is protected as a trade mark. A trade mark helps consumers identify the organisation behind particular goods or services. In professional sport, that protection can stretch well beyond the game itself, covering clothing, retail products, sporting entertainment, promotional services and online material. The central question is whether the mark is distinctive enough to identify one organisation and whether another use could leave consumers wondering who is responsible.
The NRL has been successful in the first round of the legal stoush, with a judge turning down a bid by New Zealand Rugby for an urgent injunction ahead of the launch of the PNG team’s logo and jersey ahead of its 2028 season. NZR argued that the brand value of rugby’s long-established Chiefs franchise would be “hugely damaged” by the NRL team’s use of the same name and the confusion that would arise as a result. However, the judge didn’t agree and the PNG Chiefs launched their inaugural logo and supporter jersey in Port Moresby on 21 October 2026.
NZR has stated that they are committed to protecting their team brand and also remain open to working with the NRL on a solution. Further hearings around the matter are likely to ensue in coming months as the matter remains before the Court.
The Significance of a Team Name
Whatever the final outcome, the dispute shows that a sporting brand is far more than lettering on a jersey; it carries significant brand recognition and trade mark rights.
The NZR and NRL dispute highlights the importance of understanding the scope of existing trade mark rights, considering potential conflicts early, and recognising that even a single word can have far-reaching commercial and legal consequences.
As the legal proceedings continue, the outcome may provide further insight into how competing sporting identities are assessed and the extent to which established brands can prevent others from using similar names.
The resolution could involve a ruling on registration or ownership, a negotiated licence, limits on particular goods and services, or an agreement governing how the Chiefs name and related branding are displayed. To fans, the issue may look like a quarrel over a single word. To the organisations involved, it is a contest over who gets to carry—and commercially control — a name with real cultural and financial value.
For businesses, sporting organisations and brand owners, the message is clear: choosing and protecting a name requires careful consideration from the outset. Conducting appropriate trade mark searches, securing protection across relevant goods and services, and addressing potential conflicts early can help avoid costly disputes and protect the value of a brand as it grows.
After all, building a winning brand takes time. Protecting it should be part of the game plan.
If you need advice on trade mark searches, registering a new mark, or a trade mark conflict, get in contact with MBIP’s trade marks team. Our attorneys are experienced in all areas of trade mark protection and would be happy to assist you. Call us on 07 3369 2226 or send us your details via our enquiry form.
