adidas Signs Parramatta Eels Apparel Partnership Starting in 2027

The club announced the multi-year agreement on October 14, with the new relationship beginning from Round 1 in 2027. The Eels also identified junior representative pathways within the partnership’s scope.

A Local Identity for a Global Supplier The launch campaign, Made for Parra, focuses on supporters and the places around the club rather than presenting the agreement solely through player imagery. adidas said it developed the film with the Eels to reflect families and the local community.

“Parramatta is more than where we play, it is who we are,” said Daniel Clifford, the Eels’ Chief Commercial Officer. The supply agreement links adidas to both elite teams and the club’s development system.

That breadth gives the partnership repeated visibility across competition, training and emerging-player pathways, with a shared local identity providing the campaign’s organizing idea. For supporters looking to buy the new range, the next step is the product reveal.