Wests Tigers back Pepper Money campaign championing what it means to be really helpful

Featuring fan favourite NRL and NRLW players and NRL Head Coach from the Wests Tigers, the campaign brings to life Pepper Money’s new brand message ‘Really Helpful Loan Options’.

The campaign invites players to reflect, with humour and honesty, on what it means to be flexible, helpful and can do – all keyways the Pepper Money business lives its promise. Starring in the TVC is NRL Head Coach Benji Marshall, NRLW Captain Kezie Apps and both NRL Co-Captains Jarome Luai, and Apisai Koroisau.  

Wests Tigers CEO Shane Richardson said the alignment between club and Pepper Money is more than skin-deep and was the primary reason why the club wanted to get involved in the campaign.

“When we talk about partnerships, this is what we mean. Our players wanted to be involved because we believe in what Pepper Money stands for, helping people and backing them,” he said.

Far from a standard sponsorship moment, this collaboration taps into a shared belief that being helpful in life, means stepping up for others when it matters most. That’s what our club is about too, whether that is helping your teammates or the members of our proud community.

Pepper Money CEO Mario Rehayem said the campaign reflects the lender’s real-life approach.

At Pepper Money, we’re driven by our mission to help people succeed. To do that well, every aspect of our business – from our people through to the loan options we provide to our customers must deliver on our commitment to being really helpful.

It’s not a glossy promise or statement, it’s a reflection of our values and who we are. Helping people take real steps forward, even if they’ve faced tough circumstances in the past or are sitting outside the banks box today.

Watching the Wests Tigers play, you experience their spirit and dedication. It felt natural for them to showcase what we both do well, highlighting the great overlap between our values and theirs.

The campaign supports the wider brand platform for Pepper Money, positioning it as Australia’s first choice non-bank; helping Australians with diverse financial backgrounds access home, car, personal, commercial, and Self-Managed Super Fund (SMSF) loans. From self-employed borrowers to those with credit history challenges, Pepper Money provides flexible options that traditional lenders often can’t help with.

Pepper Money’s Chief Marketing Officer Sarah Pikardt said: “The experiences people have with us define who we are as a brand. To build trust, we need to be visible and accountable. Our partnership with the Wests Tigers reflects our shared values and can-do attitude. Together, we created a campaign that showcases our strengths and theirs, highlighting our flexibility and commitment to customers.

One of the most striking aspects of Pepper Money's approach is their emphasis on authenticity. Pikardt says by showcasing the genuine experiences of their customers, brokers, and partners, Pepper Money builds trust and credibility in a way that resonates deeply with their audience.

“Instead of relying on polished campaigns, we consistently choose to tell real stories from real people. This strategy is evident in our collaboration. The Wests Tigers staff and players are well-known and respected figures in the community. Their involvement helps to create a stronger connection with the community, making the campaign more relatable and impactful,” she said.

As major partner for both the NRL and NRLW teams, Pepper Money continues to invest in the Wests Tigers across all levels of the club, including the coaching teams and the community arm Wests Tigers Empower which aims to uplift the next generation through education and connection.

Fans will see more of the Really Helpful campaign roll out across digital, stadium and media channels such as Foxtel, Kayo and NewsCorp throughout the 2025 season, with the players and Head Coach playing a leading role in bringing the brand’s new message to life.