Parramatta Eels
In a bold move signalling the dawn of a new era, the Parramatta Eels have unveiled a fresh club emblem that promises more than just a facelift. “This is more than just a logo,” club CEO Jim Sarantinos declared at the launch event. “It’s a statement about who we are — and who we’re becoming.”
A New Look, A New Chapter
The newly revealed design retains the club’s traditional blue and gold palette but modernises the visual identity with sharper lines, sleeker typography and a streamlined eel icon more suited for digital platforms and global branding. While specific release details around the logo’s rollout across jerseys, merchandise and stadium signage remain forthcoming, the announcement sets the tone for a wider refresh across the organisation.
Why Now?
The timing appears far from coincidental. After navigating several challenging seasons on the field, the Eels’ leadership is clearly looking to reset the brand. Sarantinos emphasised that the update goes well beyond aesthetics:
> “It reflects our ambition, our community roots and the next generation of the Eels.”
Although the club has used variations of the eel-head emblem since the late 1970s. With the new mark, the club is aiming for a fresh start—one which resonates with younger fans, digital audiences and a broader international following.
Heritage Meets Innovation
While the club moves forward, the link to the past remains strong. The eel motif is deeply embedded in the club’s identity: the name “Parramatta” stems from the Aboriginal dialect “Barramattagal,” meaning “place where the eels dwell.” The spectrum of blue and gold has also been central to the club’s colours since its founding in 1946.
The new design honours that heritage—judging from the preview visuals—while positioning the brand for a future in which simplicity, clarity and versatility are key.
What Fans Can Expect
Merchandise & apparel refresh: New jerseys, hats, scarves and other gear are expected over the next season, bearing the updated emblem and possibly adjusted colour tones.
Digital optimisation: The club has indicated that the logo’s redesign was guided by a “digital-first” mindset, ensuring the mark performs strongly on social media, streaming platforms and mobile devices.
Stadium experience: From signage to in-stadium branding at CommBank Stadium and across club events, the logo will be embedded throughout the fan journey.
Community rollout: The club emphasised that members, junior clubs and grassroots partners will be gradually transitioned into the new visual identity, to ensure a smooth and inclusive changeover.
A Statement of Intention
Sarantinos’ words underline the strategic importance of the redesign:
> “It’s a statement about who we are — and who we’re becoming.”
By refreshing the brand now, the Eels are signalling intent: to reinvigorate performance, deepen community engagement and expand their reach beyond the traditional NRL audience.
The Big Picture
Brand updates of this type are never simply cosmetic. For the Eels, this launch coincides with a broader push that touches recruitment, coaching, commercial partnerships and fan-engagement. With the club facing heightened competition on and off the field, the new logo becomes part of the narrative of renewal.
While much of the official detail remains under wraps—including exact launch dates and full visual specifications—the message is clear: the Eels are embracing transformation. And for supporters, the refreshed emblem is the first visible sign of what lies ahead.
As the club rolls out the new mark, the real question is whether the updated brand identity will be matched by renewed energy, improved results and deeper connection with the fanbase. For now, though, the blue-and-gold faithful have something fresh to rally around.
