When the NRL revealed its 19th franchise name in Port Moresby last October, it sparked immediate reactions from across the Tasman.
Despite the excitement surrounding coach and player signings for the PNG Chiefs, the concerns have not dissipated as the NRL finds itself in an ongoing dispute with New Zealand Rugby, facilitated through IP Australia.
The primary issue is that the trademark 'Chiefs' is already owned by New Zealand Rugby, associated with their Super Rugby team established in 1996.
Consequently, IP Australia has so far prevented the NRL from securing the 'PNG Chiefs' trademark, which could lead to significant business challenges and possible legal actions.
Reports from The Australian Financial Review indicate that IP Australia suggested that the NRL's claim for exclusive rights to 'PNG Chiefs' encounters difficulties, especially given that many other businesses in various sectors already use 'Chiefs'.
IP Australia reportedly informed the NRL in March, "There remains a real and tangible danger of confusion even within the field of sporting teams and their related activities."
The NRL and IP Australia have been in discussions about this trademark application for ten months, and it is still uncertain when a definitive resolution might occur.
What seems apparent is that NZ Rugby is firmly committed to contesting any usage of a brand they have developed over the last thirty years.
This situation could potentially force the PNG Chiefs to rebrand at the last minute, resulting in a highly public and awkward turnaround for Peter V'landys and his team.