Parramatta Eels Secure Major Sponsorship Deal with James Hardie from 2025 Season
In a significant boost to their commercial portfolio, the Parramatta Eels have announced a landmark sponsorship deal with global building materials manufacturer James Hardie, set to take effect from the 2025 NRL season. The multi-year agreement will see James Hardie become the club’s principal partner, with their logo proudly displayed on the front of the Eels’ jersey across all major competitions.
The announcement was made at CommBank Stadium earlier today, with senior representatives from both the Parramatta Eels and James Hardie in attendance. Club CEO Jim Sarantinos described the partnership as a “game-changer” for the Eels, signalling not only financial growth but also a shared vision for innovation, community engagement, and long-term success.
“This is a historic moment for the club,” Sarantinos said. “To have a globally recognised brand like James Hardie aligning with the Eels is a powerful endorsement of where we are headed — both on and off the field. Their commitment to quality, performance and community reflects the values we hold dearly as a club.”
James Hardie, a leader in high-performance building solutions, has long been a staple in Australian homes through its durable, innovative products. The partnership with the Eels marks the company’s first foray into elite-level rugby league sponsorship, signalling its ambition to deepen its connection with the Australian public through sport.
James Hardie Asia Pacific CEO, Amy Robbins, said the alignment with the Parramatta Eels was a strategic decision rooted in shared values and cultural synergy.
“Parramatta is a club with an incredibly proud history, a passionate supporter base, and a commitment to excellence,” Robbins said. “At James Hardie, we’re about building for the future — and that’s exactly what we see in the Eels. From grassroots engagement to elite performance, they are a club on the rise, and we’re excited to be part of that journey.”
The new partnership will see James Hardie branding prominently featured on the team’s NRL and NRLW jerseys, training gear, digital content, and match-day signage. Additionally, the two organisations will collaborate on a range of community-focused initiatives, including youth development programs, grassroots support, and sustainability awareness campaigns throughout Western Sydney.
Eels head coach Brad Arthur welcomed the announcement, noting the off-field boost would further empower the club’s ambitions to return to premiership contention.
“Sponsorship like this gives us the resources to invest in all areas — from player development and high-performance facilities to fan engagement and wellbeing programs,” Arthur said. “It’s a great sign of confidence in what we’re building here.”
Eels captain Clint Gutherson also spoke positively about the partnership, describing it as “a win for the players, the fans and the community.”
“It’s always a good feeling knowing a company of this calibre believes in our club and our mission,” Gutherson said. “We’re looking forward to wearing the James Hardie logo with pride and representing what they stand for.”
The timing of the partnership also coincides with a broader era of transformation at Parramatta, with continued investment in pathways, facility upgrades, and an expanding footprint in Western Sydney. With James Hardie on board, the Eels aim to strengthen their position as a leading force in the NRL — both commercially and competitively.
The 2025 season jersey featuring James Hardie will be unveiled later this year, with fans already eager to get their hands on the new design. The Eels have confirmed that the jersey will retain its iconic blue and gold, while incorporating sleek new elements that reflect the club’s modern identity.
As the countdown to the 2025 season begins, Parramatta’s partnership with James Hardie stands as a bold statement of intent — the Eels are not just building for the next game, but for a legacy that lasts.