Chiefs vs Highlanders:Which is more popular by branded search in New Zealand?
In August 2026, Chiefs had more branded searches than Highlanders among super rugby teams in New Zealand. Chiefs was estimated to have 2.9K branded searches compared to Highlanders’ 710, and held a 25.1% Share of Search versus Highlanders’ 6.2%.
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Which is more popular in search, Chiefs or Highlanders?
Compare the Super Rugby Pacific teams New Zealand fans follow. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Chiefs, Highlanders. The figures are in the table below the chart.
View monthly share of search table
| Month | Chiefs | Hurricanes | Blues | Crusaders | Moana Pasifika | Highlanders |
|---|---|---|---|---|---|---|
| Oct 2025 | 22.2% | 11.7% | 16.2% | 24.5% | 14.1% | 11.3% |
| Nov 2025 | 26.9% | 14.9% | 16.9% | 20.8% | 12.3% | 8.1% |
| Dec 2025 | 26.9% | 12.4% | 15.3% | 21.7% | 15.8% | 7.9% |
| Jan 2026 | 22.9% | 15.5% | 18.3% | 20.7% | 14.4% | 8.2% |
| Feb 2026 | 20.3% | 15.3% | 18.6% | 12% | 23.3% | 10.5% |
| Mar 2026 | 16.9% | 19.6% | 22.3% | 13% | 19.3% | 8.8% |
| Apr 2026 | 21.5% | 15.8% | 14.1% | 15.5% | 28.9% | 4.3% |
| May 2026 | 22.7% | 17.1% | 11.8% | 21.7% | 23.2% | 3.5% |
| Jun 2026 | 29.2% | 45.9% | 7.1% | 10.1% | 6.9% | 0.85% |
| Jul 2026 | 20.9% | 26.4% | 19% | 12.5% | 16.1% | 5.1% |
| Aug 2026 | 25.1% | 20.6% | 17.5% | 17.3% | 13.4% | 6.2% |
| Sep 2026 | — | — | — | — | — | — |
How has the Chiefs and Highlanders comparison changed over the last 12 months?
3 findings
- Chiefs was ahead of Highlanders in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Chiefs’ estimated Share of Search among super rugby teams in New Zealand moved from 22.2% to 25.1%, and its estimated monthly branded searches moved from 2.5K to 2.9K.
- Across the 11 months ending August 2026, Highlanders’ estimated Share of Search among super rugby teams in New Zealand moved from 11.3% to 6.2%, and its estimated monthly branded searches moved from 1.3K to 710.
How did search popularity change for New Zealand super rugby teams in August 2026?
2 changes
In August 2026, Chiefs overtook Hurricanes to take the highest estimated Share of Search among super rugby teams in New Zealand, at 25.1%.
In August 2026, Highlanders gained estimated Share of Search among super rugby teams in New Zealand, from 5.1% to 6.2%.
How each brand is measured
Brandwave collects information about searches that people make online using Chiefs’ and Highlanders’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Chiefs
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
Highlanders
6 branded search terms
- highlanders rugby
- highlanders rugby club
- highlanders rugby shirt
- highlanders squad
- highlanders super rugby
- highlanders tickets
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.