Papua New Guinea’s push towards the NRL has received another major boost, with iconic local brand SP Lager joining the PNG Chiefs as a Major Partner in a three-year agreement.
The partnership strengthens the Chiefs’ growing commercial foundations as the club prepares to make history with its inaugural NRL season in 2028, bringing one of Papua New Guinea’s most recognisable brands into the next chapter of the nation’s rugby league journey.
Under the agreement, SP Lager will feature on the back of the PNG Chiefs’ playing shorts during the club’s inaugural NRL season in 2028 and again in 2029. The partnership will also provide support during the club’s pre-Foundation period throughout 2027.
Beyond the playing kit, the deal includes stadium signage, media backdrop branding, hospitality, ticketing, digital integration and match-day activations, creating opportunities for SP Lager and the Chiefs to engage supporters across the country.
A PARTNERSHIP BUILT ON RUGBY LEAGUE HISTORY
SP Lager’s involvement with the PNG Chiefs continues a long-standing relationship between the brand and rugby league in Papua New Guinea.
From its support of grassroots competitions and the SP Inter-City Cup in the 1990s to its association with the SP PNG Hunters, the brand has maintained a presence in the sport’s development across generations.
Now, with the PNG Chiefs preparing to enter the NRL, the partnership represents another significant step in connecting the country’s rugby league community with a team set to carry Papua New Guinea onto one of the sport’s biggest stages.
SP Brewery Managing Director Ed Weggemans said the agreement continued the company’s longstanding commitment to rugby league and its role in bringing Papua New Guineans together.
He said SP Lager wanted supporters and communities throughout the country to share in the excitement of the Chiefs’ journey through match-day experiences, consumer activations and opportunities to get closer to the team.
CHIEFS STRESS RESPONSIBILITY ALONGSIDE COMMERCIAL GROWTH
PNG Chiefs CEO Lorna McPherson welcomed SP Lager’s support, highlighting the brand’s national reach, experience and established connection with communities across Papua New Guinea.
McPherson said strong commercial partnerships would be important in building a sustainable club capable of competing at the highest level.
However, she also stressed that the agreement came with responsibilities, particularly around protecting young people and maintaining the standards the Chiefs want to represent.
As part of the partnership framework, both organisations will work on responsible-drinking messaging and wider social initiatives, including efforts to help reduce domestic violence across the country.
SP Lager will also become the club’s exclusive alcoholic beverage provider, with exclusive pourage rights in corporate areas at PNG Chiefs home fixtures in Papua New Guinea, subject to venue arrangements.
BUILDING TOWARDS 2028
The SP Lager agreement adds to the growing group of commercial partners backing the PNG Chiefs as preparations continue for their historic entry into the NRL.
For the club, these partnerships are about more than sponsorship logos. They form part of the financial and operational foundations required to establish a competitive organisation while creating opportunities to connect with supporters nationwide.
For SP Lager, the deal extends a relationship with rugby league that has spanned generations and places the brand alongside a project carrying enormous significance for Papua New Guinea.
With the countdown to 2028 continuing, the message is clear: the PNG Chiefs are steadily building the partnerships, support and foundations needed for their arrival on rugby league’s biggest stage.
The historic journey is gathering momentum — and Papua New Guinea is getting ready to stand behind its team.
Author: Michael B