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German sportswear giant adidas will supply the Parramatta Eels’ official team apparel.
The multi-year agreement begins ahead of the 2027 NRL and NRLW seasons.
The contract encompasses all men’s, women’s, and elite academy representative squads.
Documentary-style brand film titled Made for Parra launches the collaboration.
Official product design specifications and retail details will arrive later this year.
Deepening its presence within Australian rugby league, German sportswear giant adidas has secured a multi-year partnership with the Parramatta Eels. Commencing ahead of the 2027 season, the Herzogenaurach-based brand will serve as the exclusive supplier of all official on-field kits and training garments for the Western Sydney club.
The structural agreement encompasses the organisation’s entire elite pathway system. Both the primary NRL and NRLW squads will take to the field in adidas technical apparel for Round 1 of their respective 2027 seasons, accompanied by all junior representative teams competing within the NSWRL structure.
To inaugurate the commercial partnership, the two organisations have released Made for Parra, a documentary-style brand film. Grounded in the club’s geographical roots, the campaign focuses on genuine supporters across local train stations, parks, and neighbourhood streets to highlight the relationship between the rugby league club and its surrounding Western Sydney community.
Local resident reads a newspaper highlighting Parramatta’s new era aboard public transport. | Image: adidas
The collaboration extends the adidas global sporting portfolio, traditionally anchored in football, running, and athletic performance, further into the local sports landscape. Official product design specifications and commercial retail details are scheduled to be unveiled closer to the 2027 season launch.
Parramatta Eels Chief Commercial Officer Daniel Clifford noted that integrating an international sportswear brand directly supports the club’s elite programs, grassroots pathways, and overarching membership base across generations.
“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,” said Daniel Clifford, Chief Commercial Officer of the Parramatta Eels. “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.”
“This partnership is about showing up properly in a code that matters to this country,” added Rachel Howard, General Manager of adidas Pacific. “We’re here for the long term.”
Ben lives in Sydney, Australia. He has a Bachelor's Degree (Media, Technology and the Law) from Macquarie University (2020). Outside of his studies, he has spent the last decade heavily involved in the automotive, technology and fashion world. Turning his ...
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