Parramatta Eels appoints AW as creative partner, pre-season campaign launches
The Parramatta Eels have appointed creative agency AW, with a new campaign launched ahead of the 2025 NRL season.
Joining the NBA on AW’s growing sport client roster, the Parramatta Eels hope to build momentum before the season kicks off in March, with the new creative ‘Parradise is Ours’ already out in market.
Building on the club’s existing brand platform, the campaign hopes to re-energise Eels fans by championing their passion and commitment. Acting as a “sign to both fans and foes”, the campaign draws on both the Eels’ rich history and strong 2025 team.
The work features archival footage mixed with present-day players and fans.
“The Eels have some of the greatest fans in the league, and it was an honour to be able to get under the skin of such a passionate community. We couldn’t be more excited to see how this new partnership plays out this year,” said Christopher d’Arbon, creative director at AW.
Kate Chapman, general manager of brand, social impact, and fan development at the Parramatta Eels, said it was important to turn the club’s home ground – CommBank Stadium – into a “fortress” for fans and players.
“We want to create a cauldron-like atmosphere at Commbank Stadium and amplify the game day experience. It’s been wonderful working with AW to help bring that vision to life,” she explained.
Bram Williams, founder of AW, added: “As a proud third-generation Eel it’s an absolute privilege to work with Kate and the team at Parra. And while many people may have heard this from me before, I can say with absolute confidence, this will be our year!”
The campaign is live at pre-season events, OOH, and across the Eels social channels and website.
Credits:
Agency Team:
Bram Williams: Agency Founder
Stefanie Duhy: Client & Operations Director
Chris D’Arbon: Creative Director
Grace O’Brien: Senior Writer
Client Team:
Kate Chapman: General Manager – Brand, Social Impact and Fan Development
Ashley Evans: Head of Marketing & Digital
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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