Jarome Luai has been officially unveiled as the face of Pepsi in Papua New Guinea, signing a five-year partnership with the drink giant in one of rugby league’s most passionate markets.
The deal was delivered through GPSM’s partnership with Luai’s management company, Black Money — and it’s a landmark one. As the PNG Chiefs’ marquee first signing ahead of the club’s entry to the NRL in 2028, Luai — dubbed “001” — has become the face of the franchise’s rise, and brands across the country have moved fast to align with him. Pepsi, through Pacific Industries, struck first.
A four-time premiership winner, Luai was the first player to commit his future to the Chiefs, with his signature since followed by fellow stars including Zac Lomax and Joey Manu. He’ll see out the current season before a one-year stint at Parramatta, then link with the Chiefs in PNG.
“I’m incredibly proud to join the Pepsi and Pacific Industries family,” Luai said of the partnership.
Pacific Industries chairman Paul Chue — himself a former PNG Kumuls captain — described the association as truly special, pointing to Luai’s humble beginnings and Pacific Islands heritage, and to rugby league’s role as a source of hope and unity across the country.
For GPSM, it’s a marquee deal connecting a global brand with a generational talent in a market where the game means everything — and another example of connecting bold brands with world-class talent.
