Jarome Luai to represent Pepsi and Coca-Cola in PNG

Rugby player Jarome Luai is set to navigate a unique branding crossover in Papua New Guinea. While Luai maintains an individual endorsement deal with Pepsi worth approximately $300,000 annually, he will also represent the PNG Chiefs, a club that has secured a major sleeve sponsorship deal with Coca-Cola.

The agreement with Coca-Cola is expected to be worth more than $5 million over its first three seasons. Chiefs CEO Lorna McPherson clarified that the two commercial relationships operate under different parameters and contracts. She noted that Luai’s Pepsi deal is an individual endorsement that does not involve the PNG Chiefs brand, while the Coca-Cola partnership is strictly with the club.

This situation highlights the growing commercial appeal of the PNG market. In addition to the beverage rivalry, Luai and Cooper Bai have recently signed deals with the Papua New Guinean food company Trukai. Club leadership indicated that the ability to attract marquee players is increasingly tied to an organization's capacity to support a player's personal profile and marketing opportunities.