In a move linking sport with foreign policy, Canberra is pushing major Australian firms such as Westpac to consider backing the PNG Chiefs. The team is central to a wider $600 million 10-year initiative aimed at deepening partnerships across the Pacific and offering a strategic counterbalance to Beijing’s involvement in the region.
Set to join the NRL in 2028, the PNG Chiefs currently lack a CEO, stadium and playing roster. Despite this, they are already seen as a key element in Australia’s soft diplomacy efforts following a major funding agreement finalised in late 2024. The Department of Foreign Affairs and Trade is now discreetly influencing potential corporate sponsorships aligned with the club, with Westpac among the targets.
Westpac has operated in the Pacific since 1901 and is familiar with the region. It had weighed exiting the market in 2021 through a $420 million transaction that ultimately fell through. The bank has also secured several major sports partnerships, becoming the official bank of the NRL as well as a lead sponsor of Cricket Australia. However, sponsoring a team with a clear diplomatic purpose involves added political considerations.
What sets this effort apart is Canberra’s direct role in guiding the sponsorship process. While final approval lies with the NRL, DFAT’s involvement signals strategic intent. A local PNG bank is also competing for the sponsorship deal and a decision may not be made until early next year.
Support for the PNG Chiefs aligns with a broader regional policy approach. The team’s launch follows the Pukpuk Treaty, a mutual defence agreement between Australia and PNG. It illustrates Canberra’s intent to strengthen alliances through sport and popular culture, especially at a time when China is expanding its regional influence.
