Fresh off his retirement from the NRL, Papua New Guinea’s rugby league hero Justin Olam made a courtesy visit to the Australian High Commission in Port Moresby this week. Nicknamed “The Human Brick”, Olam’s rise from PNG’s remote Highlands to the heights of Australia’s National Rugby League — including a 2020 Premiership win with the Melbourne Storm and the 2021 Dally M Centre of the Year award — has made him a symbol of national pride and sporting excellence.
Now, Olam’s focus has shifted to giving back. His visit forms part of the NRL Ambassador Program, a flagship initiative under the Pacific Rugby League Partnership between the Australian Government and the NRL. The program blends sport with development outcomes, leveraging the cultural prominence of rugby league across the Pacific to promote social inclusion, gender equality, and youth engagement.
As part of his ambassadorship, Olam will join the League Bilong Laif (LBL) team — NRL in PNG’s grassroots outreach program — to conduct school visits and community sessions focused on the Voice Against Violence (VAV) campaign. The initiative uses the popularity and influence of rugby league to challenge harmful gender norms, address family and sexual violence, and promote respectful relationships, particularly among young men and boys.
Olam will also engage with the Papua New Guinea Rugby Football League (PNGRFL) and its community programs, lending his story and stature to efforts that seek to develop future rugby league talent while instilling values of discipline, respect, and leadership at the community level.
For Australia, the NRL Pacific programs represent an effective form of sports diplomacy — building regional ties, fostering people-to-people links, and reinforcing positive social change in countries where rugby league is more than just a game. For PNG, Olam’s involvement reinforces the potential of homegrown role models to inspire a new generation and use their platform to address some of the country’s most pressing social challenges.
The enduring popularity of rugby league in Papua New Guinea offers a powerful channel to reach communities across the country — from urban settlements to rural villages. Olam’s transition from elite athlete to community ambassador marks a new chapter not just in his career, but in the evolving role of sport as a force for development and diplomacy in the Pacific.
