GWM has signed a multi-year partnership with the Parramatta Eels as the automotive brand steps up its ambition to become one of Australia’s top five vehicle brands.
The agreement will see GWM become the club’s Official Automotive Partner from the 2027 season, with its branding appearing on the sleeves of both the NRL and NRLW teams’ playing jerseys.
For GWM, the partnership provides another platform to build awareness and familiarity with Australian vehicle buyers, particularly in New South Wales.
It also expands a sporting sponsorship portfolio that includes the New Zealand Warriors in the NRL and a co-major partnership with Richmond Football Club in the AFL.
GWM Chief Operating Officer John Kett said the Eels partnership reflected a shared focus on hard work, trust and long-term success.
“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.”
Kett also drew a parallel between the ambitions of the club and the vehicle brand.
“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.
The agreement comes as GWM continues to expand its vehicle and powertrain range. The company says its sporting partnerships are intended to build brand preference and strengthen connections with communities served by its national dealer network.
For fleet buyers, the announcement provides further context around GWM’s growth ambitions in Australia. Greater consumer familiarity can help introduce a brand to company vehicle drivers, while fleet purchasing decisions will continue to depend on vehicle suitability, whole-of-life costs, safety and aftersales support.
