The Parramatta Eels have officially unveiled a new era of performance and style, announcing a major multi-year partnership with international sportswear company adidas.
Starting in the 2027 season, the global powerhouse will brand the jerseys of both the club’s NRL and NRLW teams, including Parramatta’s elite academy programs. Eels fans will get their first look at the new uniforms when the sides return to the field in Round 1 of 2027.
This partnership with adidas displays the brand’s desire to deepen its presence in the NRL, bringing the world-renowned brand to one of Rugby League’s most followed and historic clubs.
Parramatta Eels Chief Commercial Officer Dan Clifford expressed that the partnership goes beyond the apparel, which is seen throughout the identity of Western Sydney.
“Parramatta is more than where we play, it is who we are,” Clifford said in a statement.
“Our connection to Western Sydney is a part of the club’s identity and something that has been built across generations of Members, supporters, players and families.”
SYDNEY, AUSTRALIA – APRIL 22: Marata Niukore of the Eels makes a break during the round 6 NRL match between the Parramatta Eels and Wests Tigers at Bankwest Stadium on April 22, 2019 in Sydney, Australia. (Photo by Mark Kolbe/Getty Images)
Parramatta has relayed how adidas understands the connection between a club and the community that comes with it.
“adidas understands the powerful connection between a club and its community. They recognise that where you come from shapes who you are.”
“Bringing a global brand like adidas to the Parramatta Eels is a significant moment for our club, and we look forward to integrating the brand across our elite programs, pathways, Members and supporters for years to come,” said Clifford.
Partnering with the blue and gold is a representation of the commitment to the grassroots culture of Rugby League.
Rachel Howard, General Manager of adidas Pacific, signified the cultural importance of the region.
“Rugby League sits at the centre of life in Western Sydney, and Parramatta is one of the clubs that proves it,” Howard said in a statement.
“This partnership is about showing up properly in a code that matters to this country – for both the NRL and NRLW squads, and for the junior players coming through the club’s pathways. We’re for the long term.”
To celebrate the partnership, the Parramatta Eels and adidas have announced a documentary-style campaign called “Made for Parra.”
The club is stepping away from traditional commercial themes and is heading down an authentic style to show the perspective of the club’s heart: their fans.
The documentary-style campaign will be shot across genuine Western Sydney backgrounds, including neighborhood parks, train stations, local homes, front yards, and suburban footy fields.
The campaign aims to highlight the real, everyday connection between the club and the community.
With the countdown on for Parramatta fans to see the partnership on the field, fans won’t have to wait too long for a sneak peek. Retail collections and official product designs will be unveiled at a launch later this year.