Parramatta Eels Announce Major Sponsorship Renewal with James Hardie
The Parramatta Eels have officially announced the return of James Hardie as the club’s major sponsor, commencing from the 2025 NRL season. This multi-year agreement marks a significant reunion between the two entities, rekindling a partnership that was instrumental during the Eels’ golden era in the 1980s.
James Hardie, a global building products company, previously served as the Eels’ major sponsor from 1981 to 1995—a period during which the club secured four premierships. The renewed alliance is set to span four years, encompassing support for the NRL, NRLW, Elite Pathways, and various community initiatives.
Under the new agreement, James Hardie will feature prominently on the front and lower back of the Eels’ jerseys. The partnership also includes game-day experiences, digital promotions, stadium activations, merchandise collaborations, and hospitality rights, aiming to enhance fan engagement and brand visibility.
A cornerstone of this collaboration is the introduction of a career pathways program targeting the construction sector in Greater Western Sydney. Home to approximately 2.7 million people, this rapidly growing region stands to benefit from initiatives aimed at upskilling and providing employment opportunities to the local community.
Parramatta Eels CEO, Jim Sarantinos, expressed enthusiasm about the renewed partnership, stating, “Eels fans will remember the Club’s previous association with James Hardie as major sponsor from 1981 to 1995, which coincided with the greatest period in the Club’s history.” He emphasized the alignment between the two organizations, both deeply connected to Western Sydney and its community.
Echoing this sentiment, James Hardie CEO, Aaron Erter, highlighted the shared commitment to community development: “The Parramatta Eels and James Hardie have a deep historic connection, but we also have a shared passion for what this partnership can do for the community.” He noted that the collaboration enables both parties to activate their purpose of “Building a Better Future for All™.
The partnership also aims to bolster the Eels’ social impact programs, focusing on mental health, respect, culture, and promoting active lifestyles among children. By leveraging their combined resources and influence, the Eels and James Hardie aspire to make a meaningful difference in the lives of individuals throughout Western Sydney.
This renewed alliance not only harks back to a storied past but also sets the stage for a future filled with promise, both on and off the field. As the Eels gear up for the 2025 season, the return of James Hardie as a major sponsor symbolizes a commitment to excellence, community engagement, and shared success.
