{"id":928263,"date":"2026-10-14T21:04:12","date_gmt":"2026-10-14T21:04:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/928263\/"},"modified":"2026-10-14T21:04:12","modified_gmt":"2026-10-14T21:04:12","slug":"parramatta-eels-announce-multi-year-partnership-with-new-kit-manufacturer","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/928263\/","title":{"rendered":"Parramatta Eels announce multi-year partnership with new kit manufacturer"},"content":{"rendered":"

The Parramatta Eels<\/a> have officially unveiled a new era of performance and style, announcing a major multi-year partnership with international sportswear company adidas.\u00a0<\/p>\n

Starting in the 2027 season, the global powerhouse will brand the jerseys of both the club’s NRL<\/a> and NRLW<\/a> 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.<\/p>\n

This partnership with adidas displays the brand’s desire to deepen its presence in the NRL<\/a>, bringing the world-renowned brand to one of Rugby League’s most followed and historic clubs.\u00a0<\/p>\n

Parramatta Eels<\/a> Chief Commercial Officer Dan Clifford expressed that the partnership goes beyond the apparel, which is seen throughout the identity of Western Sydney.\u00a0<\/p>\n

\u201cParramatta is more than where we play, it is who we are,\u201d Clifford said in a statement.<\/p>\n

\u201cOur 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.\u201d<\/p>\n

\"FINALSYDNEY, 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)<\/p>\n

Parramatta has relayed how adidas understands the connection between a club and the community that comes with it.<\/p>\n

\u201cadidas understands the powerful connection between a club and its community. They recognise that where you come from shapes who you are.\u201d<\/p>\n

\u201cBringing a global brand like adidas to the Parramatta Eels<\/a> 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,\u201d said Clifford.\u00a0<\/p>\n

Partnering with the blue and gold is a representation of the commitment to the grassroots culture of Rugby League<\/a>. <\/p>\n

Rachel Howard, General Manager of adidas Pacific, signified the cultural importance of the region.\u00a0<\/p>\n

\u201cRugby League<\/a> sits at the centre of life in Western Sydney, and Parramatta is one of the clubs that proves it,\u201d Howard said in a statement.<\/p>\n

\u201cThis partnership is about showing up properly in a code that matters to this country – for both the NRL<\/a> and NRLW<\/a> squads, and for the junior players coming through the club’s pathways. We’re for the long term.\u201d<\/p>\n

To celebrate the partnership, the Parramatta Eels<\/a> and adidas have announced a documentary-style campaign called \u201cMade for Parra.\u201d<\/p>\n

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.\u00a0<\/p>\n

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.\u00a0<\/p>\n

The campaign aims to highlight the real, everyday connection between the club and the community.\u00a0<\/p>\n

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.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"The Parramatta Eels have officially unveiled a new era of performance and style, announcing a major multi-year partnership…\n","protected":false},"author":2,"featured_media":928264,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[568],"tags":[64,63,761,762,158,85],"class_list":["post-928263","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nrl","tag-au","tag-australia","tag-national-rugby-league","tag-nationalrugbyleague","tag-nrl","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/928263","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=928263"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/928263\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/928264"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=928263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=928263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=928263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}