The PNG Chiefs have secured another major commercial win, welcoming global beverage giant Coca-Cola Europacific Partners Papua New Guinea (CCEP PNG) as a Premier Partner in a multi-year agreement ahead of the club’s historic entry into the National Rugby League in 2028.
The partnership represents a significant milestone for the emerging franchise, strengthening its commercial foundations as it builds towards competing on rugby league’s biggest stage.
Under the agreement, Coca-Cola branding will feature prominently on the sleeves of the PNG Chiefs men’s jersey when the club enters the NRL in 2028. The deal will also include match-day, media, hospitality and community initiatives designed to bring the club closer to supporters across Papua New Guinea.
CCEP PNG will become the exclusive partner of the Chiefs in the non-alcoholic ready-to-drink beverage category, supported by branding, signage, promotional activations and exclusive access opportunities.
A BIG BRAND BACKING A BIG AMBITION
For the PNG Chiefs, securing a recognised international brand is another important step in establishing a competitive and commercially sustainable NRL franchise.
The club is preparing for more than its on-field challenge. Building a strong supporter base, developing community connections and attracting reputable commercial partners will all play an important role in laying the foundations for long-term success.
PNG Chiefs chief executive officer Lorna McPherson described the agreement as a proud moment for the club, saying the partnership reflected the ambitions of both organisations and the opportunity surrounding the franchise.
She said Coca-Cola’s recognition around the world was a powerful endorsement of what the Chiefs were building.
McPherson also highlighted CCEP PNG’s extensive national reach, saying the partnership would create opportunities to connect with communities throughout the country and bring supporters closer to their team.
A LONGSTANDING CONNECTION WITH PNG RUGBY LEAGUE
The agreement builds on Coca-Cola Europacific Partners’ longstanding involvement in Papua New Guinea rugby league.
From grassroots competitions and community football to the Ipatas Cup, Digicel ExxonMobil Cup and PNG Hunters, CCEP PNG has supported the game at multiple levels.
Its partnership with the Chiefs extends that relationship into a new era as Papua New Guinea prepares to be represented by its own franchise in the NRL.
Tim Solly, country director of Coca-Cola Europacific Partners Papua New Guinea, said the agreement was a natural progression of the organisation’s commitment to rugby league.
He highlighted the sport’s ability to unite communities, inspire future generations and create lasting national pride.
Solly said the company was proud to partner with the Chiefs from the beginning of their journey towards the NRL.
MORE THAN A JERSEY SPONSORSHIP
The partnership offers the Chiefs more than prominent branding on their playing strip.
With CCEP PNG’s established national network and connection to communities throughout the country, the agreement creates opportunities for fan engagement, promotional activities and initiatives that can strengthen the relationship between the club and its supporters.
For a franchise expected to represent Papua New Guinea on a national and international stage, that connection will be critical.
The Chiefs will need to build a following that stretches beyond Port Moresby, reaching rugby league communities across the provinces and inspiring the next generation of Papua New Guinean players.
A recognised commercial partner with an established presence across the country could help support that broader ambition.
THE ROAD TO 2028 IS GATHERING MOMENTUM
As the countdown to the Chiefs’ planned 2028 NRL debut continues, the club’s latest partnership signals growing momentum behind the project.
Every major commercial agreement helps strengthen the foundations required to establish a professional rugby league franchise, from community engagement and brand development to the resources needed to support the club’s long-term ambitions.
However, the ultimate measure of success will be what the Chiefs build with that support — a competitive team, a sustainable organisation and a club that supporters across Papua New Guinea can proudly call their own.
With Coca-Cola Europacific Partners now on board as a Premier Partner, the PNG Chiefs have added another major name to their journey towards rugby league history.
The vision is taking shape. The partnerships are growing. And Papua New Guinea is counting down to 2028.
Author: Michael B