GWM signs multi-year Parramatta Eels deal as official automotive and sleeve partner from 2027
GWM has signed a multi-year deal to become the Parramatta Eels' official automotive partner and NRL and NRLW sleeve partner from the 2027 season, as AutoTalk Australia reported, with branding to appear on both teams' jerseys as the brand chases a top-five finish in the Australian new vehicle market.
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Multi-year partnership confirmed for 2027 season onward
GWM has signed a multi-year deal to become the Parramatta Eels' official automotive partner and sleeve partner for both the club's NRL and NRLW teams from the 2027 season, with AutoTalk Australia reporting the announcement. Under the arrangement, GWM branding will appear on the sleeves of both teams' playing jerseys. The carmaker and the Eels have launched the partnership, according to the publication. 1
Brand links deal to top-five market ambition
The carmaker says the deal is part of its push for a top-five position in the Australian new vehicle market and will help build its presence in New South Wales, AutoTalk Australia reported. GWM also says the partnership is intended to build familiarity and trust among prospective buyers through its national dealer network. 1
GWM Australia and New Zealand chief operating officer John Kett framed the sponsorship in competitive terms in comments reported by AutoTalk Australia. "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, earning the trust of the people who back them and building long-term success," Kett said, adding: "We see this partnership as much more than a sponsorship. It is an opportunity to support the Eels' NRL and NRLW teams, connect with their members and fans, and build something together that both organisations can be proud of." 1
Kett drew a parallel between the club's premiership pursuit and the brand's market goals: "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," according to AutoTalk Australia's report. 1
Sales momentum behind the sponsorship push
AutoTalk Australia notes GWM finished sixth in September on 5212 sales, matching its highest monthly ranking, and its year-to-date sales of 44,959 are up 14.3 per cent on the same period last year. Those figures provide the context for the brand's stated ambition to climb to fifth in the Australian new vehicle market. 1
Widening Australian sports portfolio and expanding range
The Eels deal sits alongside GWM's existing NRL partnership with the New Zealand Warriors and its AFL co-major partnership with the Richmond Football Club, AutoTalk Australia reported, making rugby league's western Sydney club the latest addition to a growing Australian sports sponsorship portfolio. 1
The sponsorship comes as GWM expands its model range, with the publication noting the brand is adding the Haval H7 and the Cannon plug-in hybrid ute to its Australian line-up. A wider range, combined with the club partnerships and dealer network promotion described by the company, forms the backdrop to the Eels agreement. 1
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Cited in 7 paragraphs: Multi-year partnership confirmed for 2027 season onward; Brand links deal to top-five market ambition; Sales momentum behind the sponsorship push; Widening Australian sports portfolio and expanding range.
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