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.
GWM branding will appear on the sleeves of both teams’ playing jerseys.
The carmaker says the deal is part of its push for a top-five position in the Australian new vehicle market, and will build its presence in New South Wales.
GWM finished sixth in September on 5,212 sales, matching its highest monthly ranking. Its year-to-date sales of 44,959 are up 14.3% on the same period last year.
The Eels deal sits alongside GWM’s NRL partnership with the New Zealand Warriors and its AFL co-major partnership with Richmond Football Club.
GWM says the partnership will help build familiarity and trust among prospective buyers through its national dealer network.
“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,” says GWM Australia and New Zealand chief operating officer John Kett.
“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.
“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.”
GWM is expanding its range with the Haval H7 and Cannon plug-in hybrid ute.
