PNG Chiefs gaining traction in sponsorship

As momentum builds towards 2028, the PNG Chiefs have attracted big sponsors, who have shown keen interest in partnering with the NRL’s 19th franchise. 

The inaugural club signed four major sponsors in a month, led by Bank South Pacific (BSP), signing the richest sponsorship deal in NRL’s history. 

After BSP’s monstrous sponsorship deal with the Chiefs, the Coca-Cola Europacific Partners jumped on board, followed by Pacific Taylor and SP Brewery, with more potential sponsors in the pipeline. 

PNG Chiefs CEO Lorna McPherson stressed that BSP’s long-term commitment was a significant moment for both the club and Papua New Guinea as a whole.

“This is a landmark partnership for the PNG Chiefs and Papua New Guinea, and as a club, we couldn’t be prouder to welcome BSP on board,” she said.

“BSP is an organization that is part of the fabric of our country and community, and recognizes the scale of opportunity that exists with the PNG Chiefs.

“To have this level of commitment to our club, including this period leading into our first game in 2028, shows BSP’s belief in what we are building, and the way we will create opportunities for Papua New Guineans for generations to come.

“Having BSP on the front of our jersey and getting involved in so many other parts of the club shows that the significance of the PNG Chiefs goes beyond commercial value. 

“On behalf of everyone at the PNG Chiefs, I’d like to officially welcome BSP Chairman Robert Bradshaw, BSP Group Chief Executive Officer Mark Robinson, and the entire organization to our PNG Chiefs family.”

Coca-Cola Europacific Partners followed on September 28th with a multi-year deal for the jersey sleeves and exclusive non-alcoholic drinks rights, with McPherson thanking the beverage company for jumping aboard. 

“As a club, we’re incredibly pleased to welcome Coca-Cola Europacific Partners on board in a partnership which reflects the ambitions of both organizations and the scale of the opportunity that exists for us in Papua New Guinea,” she said.

“Coca-Cola is one of the most recognizable brands in the world, and to have CCEP partner with the club is a powerful endorsement of what we are building.

“The PNG Chiefs will be a club that proudly represents all of Papua New Guinea and the alignment with CCEP. 

“The company’s extraordinary ability to reach communities right across the country creates an incredible opportunity for us in how we engage our entire community and bring supporters closer to their team.”

Taylor Pacific Group signed on October 6th. The PNG food and retail group, whose brands include Ox & Palm corned beef and Stop & Shop supermarkets, will put its logo on the jersey sternum for the club’s first four NRL seasons from 2028 to 2031.

“We are building the PNG Chiefs as a club for all of Papua New Guinea, and it’s incredibly important that Papua New Guinean businesses like Taylor Pacific are at the heart of that journey with us,” McPherson said.

“Taylor Pacific is deeply embedded in the everyday lives of our community, and their businesses reach households and people right across the country.

“That makes this partnership incredibly exciting because it creates an opportunity for us to

connect the PNG Chiefs with supporters in a real and consistent way. 

“Through its incredible portfolio of brands, the national reach, and our ever-growing supporter base, we can create experiences that go well beyond what happens out on the field.

“To have Taylor Pacific partner with us, and to have their logo on our jersey when the PNG Chiefs take to the field in the NRL, that is a powerful statement about the confidence Papua New Guinean businesses have in this club and what it can mean for our country.

“We’re very proud to have John, Jeremy, and the entire team on board with us, and we look forward to continuing to build something special together for Papua New Guinea.”

SP Lager joined BSP, Coca-Cola Europacific Partners, and Taylor Pacific on October 8th as the club’s exclusive alcoholic drinks provider for a three-year deal that puts the SP logo on the back of the playing shorts in 2028 and 2029.

“SP Lager is a brand that has been part of Papua New Guinea for generations, and its connection with rugby league and communities across the country makes this a strong partnership for us,” she said.

“We know how important our commercial partners will be in helping us build a long-term, sustainable club, and the reach, experience, and genuine understanding of Papua New Guinea, which the SP Lager brand has, will be a huge asset to us.

“As a club, we also recognize that partnerships come with responsibility, and we have worked closely with SP Lager to establish clear controls on how this agreement will work, particularly when it comes to young people and our community.

“We’re looking forward to working together with SP Lager to create a strong and healthy partnership which benefits both organizations while ensuring that we continue to uphold the standards and values which the PNG Chiefs will stand for.”

The club expects more sponsorship announcements in the coming weeks. The Chiefs will unveil their logo on October 21st and will play their first NRL match in 2028, backed by A$600 million from the Australian Government over 10 years.

The strong corporate backing from business houses has boosted the PNG Chiefs’ quest to sign marquee players. With less than two years remaining before the club enters the NRL in 2028, the fledgling franchise is slowly assembling a formidable roster.