Parramatta Eels Secure GWM as Official Automotive and Dual-Program Sleeve Partner

The Parramatta Eels have announced a partnership with Chinese automotive manufacturer GWM, securing the brand as the club’s Official Automotive Partner alongside exclusive sleeve sponsorship rights across both its NRL and NRLW elite playing kits, commencing from the 2027 season.

The deal expands GWM’s corporate footprint within New South Wales, the country’s largest automotive market and rugby league’s core commercial heartland, while integrating the brand across the Eels’ elite men’s and women’s football programs, community engagement initiatives, and nationwide broadcast exposure.

Parramatta Eels chairman, Matthew Beach, welcomed GWM to the club’s commercial partner ecosystem, noting the strong cultural and strategic alignment between both organisations as they pursue aggressive growth targets.

“We are delighted to welcome GWM as the Official Automotive Partner of the Parramatta Eels.”

“GWM’s story is one of ambition and continual improvement, qualities that strongly resonate with our Club, our players and our supporters.

“This is a partnership built to grow, delivering value for both organisations and creating exciting opportunities for our members and fans,” Beach said. 

GWM chief operating officer, John Kett, highlighted the shared philosophies driving the collaboration beyond traditional sponsorship.

“On the surface, GWM and the Parramatta Eels have very different histories, but at our core we share many of the same values.”

“Both organisations value hard work, the importance of earning the trust of the people who back them, and both are focused on building long-term success.

“We see this partnership as much more than a sponsorship.

“It’s an opportunity to become part of the Sydney community, to support the Eels, their members and fans, and to build something together that both organisations can be proud of.

“For Parramatta, the goal is premiership number five.

“For GWM, our immediate goal is to become Australia’s number five automotive brand,” Kett said. 

For GWM, which has operated in the Australian market for 18 years, the partnership serves as a key commercial lever to accelerate brand consideration as it targets a top-five position among automotive manufacturers nationally.

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