Brandwave

How popular isChiefs in search?

In August 2026, there were an estimated 2.9K branded searches for Chiefs in New Zealand which is up 14.3% over the last 11 months. Chiefs holds 25.1% estimated Share of Search among New Zealand super rugby teams and is ranked 1st of 6 competitors for search popularity.

Share of Search, August 2026
  1. Chiefs25.1%
  2. Hurricanes20.6%
  3. Blues17.5%
  4. Crusaders17.3%
  5. Moana Pasifika13.4%
  6. Highlanders6.2%
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Which super rugby teams compete with Chiefs?

Chiefs against super rugby teams in New Zealand, by month

Share of Search by month for Chiefs, Hurricanes, Blues, Crusaders, Moana Pasifika, Highlanders. The figures are in the table below the chart.

View monthly share of search table
MonthChiefsHurricanesBluesCrusadersMoana PasifikaHighlanders
Oct 202522.2%11.7%16.2%24.5%14.1%11.3%
Nov 202526.9%14.9%16.9%20.8%12.3%8.1%
Dec 202526.9%12.4%15.3%21.7%15.8%7.9%
Jan 202622.9%15.5%18.3%20.7%14.4%8.2%
Feb 202620.3%15.3%18.6%12%23.3%10.5%
Mar 202616.9%19.6%22.3%13%19.3%8.8%
Apr 202621.5%15.8%14.1%15.5%28.9%4.3%
May 202622.7%17.1%11.8%21.7%23.2%3.5%
Jun 202629.2%45.9%7.1%10.1%6.9%0.85%
Jul 202620.9%26.4%19%12.5%16.1%5.1%
Aug 202625.1%20.6%17.5%17.3%13.4%6.2%
Sep 2026——————

  1. 1.Chiefs

    25.1%

    moved from 2nd to 1st · 2.9K estimated branded searches · -0.69% vs prior month · +4.1 points

  2. 2.Hurricanes

    20.6%

    moved from 1st to 2nd · 2.4K estimated branded searches · -35.2% vs prior month · -5.7 points

  3. 3.Blues

    17.5%

    held 3rd · 2K estimated branded searches · -24% vs prior month · -1.6 points

  4. 4.Crusaders

    17.3%

    moved from 5th to 4th · 2K estimated branded searches · +14.5% vs prior month · +4.8 points

  5. 5.Moana Pasifika

    13.4%

    moved from 4th to 5th · 1.5K estimated branded searches · -31.1% vs prior month · -2.7 points

  6. 6.Highlanders

    6.2%

    held 6th · 710 estimated branded searches · +1.4% vs prior month · +1.1 points

Compare search popularity between Chiefs and its closest rivals

How has branded search demand for Chiefs changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Chiefs in New Zealand rose from 2.5K to 2.9K.
  • Across the 11 months ending August 2026, Chiefs’ estimated Share of Search among super rugby teams in New Zealand increased from 22.2% to 25.1%.
  • Across the 11 months ending August 2026, Chiefs’ estimated Share of Search among super rugby teams in New Zealand peaked at 29.2% in June 2026 and was lowest at 16.9% in March 2026.
  • Across the 11 months ending August 2026, Chiefs rose from 2nd to 1st among super rugby teams in New Zealand.

How did search popularity change for New Zealand super rugby teams in August 2026?

  1. In August 2026, Chiefs overtook Hurricanes to take the highest estimated Share of Search among super rugby teams in New Zealand, at 25.1%.

  2. In August 2026, Crusaders overtook Moana Pasifika to rank 4th among super rugby teams in New Zealand, at 17.3%.

  3. In August 2026, Highlanders gained estimated Share of Search among super rugby teams in New Zealand, from 5.1% to 6.2%.

  4. In August 2026, Hurricanes lost estimated Share of Search among super rugby teams in New Zealand, from 26.4% to 20.6%.

  5. In August 2026, Moana Pasifika lost estimated Share of Search among super rugby teams in New Zealand, from 16.1% to 13.4%.

  6. In August 2026, Blues lost estimated Share of Search among super rugby teams in New Zealand, from 19% to 17.5%.

How is Chiefs measured?

Brandwave collects information about searches that people make online using Chiefs’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

9 branded search terms

  • chiefs nz rugby
  • chiefs rugby
  • chiefs rugby club
  • chiefs rugby gear
  • chiefs rugby shop
  • chiefs squad
  • chiefs super rugby jersey
  • chiefs tickets
  • waikato chiefs shop

Do you work for Chiefs? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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