James Hardie Secures Naming Rights for Rugby League Centre for Parramatta Eels

James Hardie has been announced as the naming rights partner of Australia’s largest rugby league facility, now known as the James Hardie Centre of Excellence and Community Centre in Western Sydney.

The partnership with the Parramatta Eels reflects a growing trend of major corporations investing in sports infrastructure that delivers both brand visibility and community impact. For James Hardie, which employs over 250 staff at its nearby Rosehill facility, the investment strengthens its footprint in one of Australia’s fastest-growing regions.

“This aligns with our One Hardie philosophy of inclusion and opportunity,” said James Hardie APAC President John Arneil. “It’s about supporting elite athletes and the broader community through a world-class, gender-equal facility.”

The site is Australia’s first rugby league facility with mirrored high-performance environments for both men’s and women’s programs, setting a new benchmark for inclusive sports development.

Parramatta Eels CEO Jim Sarantinos noted the return of a historic partnership, referencing James Hardie’s role as the club’s major sponsor during its most successful era (1981–1995).

“This partnership brings us back together for a new era of impact—on and off the field,” Sarantinos said.

The Centre will also support grassroots initiatives, local events, and education programs, further embedding the facility in the region’s social fabric.

James Hardie’s Marketing Director Adele Gordon called it “a strategic investment in long-term brand growth and meaningful engagement.”

Set against over $20 billion in infrastructure development in Parramatta, the project reinforces how corporate partnerships in sport are evolving—linking performance, inclusion, and place-based economic growth.

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