The Brian Bell Group is Papua New Guinea’s major retailer, wholesaler and distributor for a range of products.

The group was established by Sir Brian Bell in 1958.

"As a proud Papua New Guinea company, we would like to support the Papua New Guinea Olympic team and the broader development of ‘what the Olympics’ means to the general populous.

“We’d like to see a strong Papua New Guinea contingent heading to the Tokyo Olympics this year.

“With this in mind, Brian Bell would like to show our support via a new sponsorship arrangement with PNGOC," Cameron MacKellar, Brian Bell Group chief executive, said.

Under the terms of the partnership, dedicated weekends will take place where proceeds of sales at Brian Bell's Homecentre stores will go towards preparing athletes for the Olympics.

The athletes will also make appearances at stores, providing the chance for Brian Bell customers to interact with them and wish them luck.

Brian Bell will support the annual Team PNG Corporate Golf Challenge with prizes for contestants.

“Just as the Brian Bell Group prides itself on excellence and dedication to supplying our nation, our Team PNG athletes demonstrate that same excellence and determination when representing our country and so I am thrilled at having Brian Bell Group of Companies join our family of sponsors", Auvita Rapilla, PNGOC secretary general, said.

“With this new partnership we have with Brian Bell Group, we are confident of reaching more people with the Team PNG brand and inspiring more Papua New Guineans to pursue their dreams just as our athletes pursue their Olympic dream."

Papua New Guinea have already qualified two sailors to the Olympic Games.

The country are hopeful more athletes can qualify in weightlifting, athletics, women’s rugby sevens, table tennis, triathlon, karate, tennis, swimming and boxing.