Today, Parramatta Eels and adidas announce a multi-year partnership that will see adidas become the club's official apparel partner across the men’s and women’s elite teams, as well as its elite academy programs. Both the NRL and NRLW sides will take to the field in adidas for the first time in Round 1 of their respective 2027 seasons.
Deepening its established presence in the NRL, adidas is extending its global sporting portfolio built across football, running and performance into one of the country's most followed codes.
Parramatta Eels Chief Commercial Officer Daniel Clifford said, "Parramatta is more than where we play, it is who we are. Our connection to Western Sydney is part of the club's identity and something that has been built across generations of Members, supporters, players and families.
"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.
Rachel Howard, General Manager, adidas Pacific said, “Rugby league sits at the centre of life in Western Sydney, and Parramatta is one of the clubs that proves it. 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 here for the long term."
To launch the partnership, adidas and the Parramatta Eels have created Made for Parra, an emotionally led campaign built as a portrait of the club through the people who make it what it is, influenced by its deep connection and pride within the local community.
The documentary style brand film follows genuine supporters describing their connection to the club through everyday life across Parramatta. Real homes, front yards, parks, train stations, footy fields and neighbourhood streets provide the backdrop as the film showcases a genuine relationship between club and place.
The range will include all men’s and women’s elite and junior representative teams including all teams competing in the NSWRL Competition, NRL Competition and NRLW Competition for the Club. Product design and retail details will be unveiled at a launch later this year.
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