The three-year agreement will support the club from its pre-Foundation period in 2027 and place SP Lager branding on the team’s playing shorts in its first two NRL seasons.

The PNG Chiefs have announced SP Lager as a major partner, extending the Papua New Guinean beer brand’s longstanding association with rugby league.

The three-year partnership will begin with support during the club’s pre-Foundation period in 2027. SP Lager branding will appear on the back of the Chiefs’ playing shorts when the team enters the NRL in 2028, and again in 2029.

Under the agreement, SP Lager will be the club’s exclusive alcoholic beverage provider and subject to venue arrangements, hold exclusive pourage rights in corporate areas at the Chiefs’ home fixtures in Papua New Guinea.

The partnership also includes stadium signage, media-backdrop branding, hospitality and ticketing opportunities, digital integration, and match-day activations.

PNG Chiefs CEO Lorna McPherson said SP Lager’s national reach and history with the game made it a strong fit for the new club.

“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,” McPherson said.

She said commercial partners would be important to building a sustainable club, while stressing that the Chiefs had worked with SP Brewery to set clear controls around the agreement, particularly in relation to young people and the wider community.

The organizations will also work on responsible-drinking messages and social initiatives, including efforts to help reduce domestic violence.

“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,” McPherson said.

SP Brewery managing director Ed Weggemans said the deal continued the company’s involvement in Papua New Guinea rugby league, from the SP Inter-City Cup in the 1990s to its support of the SP PNG Hunters.

“The PNG Chiefs represent an extraordinary new chapter for Papua New Guinea. For SP Lager, this is about continuing what we have always believed in – bringing Papua New Guineans together around the moments and passions we share,” Weggemans said.

He said the company planned to use match-day experiences and consumer activations to help fans and communities connect with the team.

Established in 1951, SP Brewery is Papua New Guinea’s leading alcoholic beverage manufacturer, with primary breweries in Port Moresby and Lae.