The Parramatta Eels are proud to announce GWM as the Club's new Official Automotive Partner and NRL & NRLW Sleeve Partner, commencing from the 2027 season.
The partnership will extend across both the Eels' NRL and NRLW programs, reflecting GWM's commitment to supporting growth, performance and community engagement across the Club.
Parramatta Eels Chairman Matthew Beach welcomed GWM to the Blue & Gold family.
"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," said Beach.
For GWM, one of Australia's fastest-growing automotive brands, the partnership represents not only the opportunity to deepen its connection within NSW, one of the country's most important automotive markets and the heartland of rugby league; but also connect with one of the largest sporting audiences in the country at a national level.
GWM Chief Operating Officer John Kett said the partnership was founded on a shared belief that success is built together, with both organisations committed to growing the partnership for the long term.
"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. Different scoreboards, but the same ambition to keep climbing,” said Kett.
As the Eels and GWM begin this new chapter, the partnership brings together two strong brands with a shared commitment to growth, performance and community. Both organisations are focused on building success together from 2027 and beyond.
Having operated in Australia for 18 years, GWM has built its success through continual investment, innovation and a relentless focus on earning the trust of Australian consumers. Today, the brand sits among Australia's leading automotive manufacturers, with its sights firmly set on becoming a top five automotive brand nationally.
