Parramatta Eels announces James Hardie as Naming Rights Partner of Centre of Excellence

Following NRL’s Parramatta Eels official unveiling of its centre of excellence at the club’s Kellyville base on 22nd May, James Hardie, producer of high-performance building products, has been announced as the naming rights sponsor of the largest facility of its kind in rugby league.

The Centre is now officially titled the James Hardie Centre of Excellence and Community Centre.

The Centre of Excellence is the first gender-equal rugby league training facility in Australia, with all high-performance environments purpose-built and replicated equally for both men's and women's programs.

The announcement further cements the relationship between two organisations with strong roots in Western Sydney and signals a long-term investment in the growth of sport, community, and the local economy.

John Arneil, APAC President at James Hardie, said the partnership is a natural extension of the company’s values and commitment to the region noting “James Hardie has a long and proud history in Western Sydney, and this naming rights investment is a natural extension of our purpose - Building a Better Future for All™.

“The Centre of Excellence is the first gender-equal rugby league facility in Australia, with all training environments replicated for men and women. This aligns perfectly with our One Hardie philosophy, which is all about inclusion, unity, and creating equal opportunities for everyone.

“We’re excited to support both elite athletes and the broader community through this world-class facility.”

More than a high-performance training hub, the James Hardie Centre of Excellence will also serve as a venue for grassroots programs, local events, and educational seminars, reinforcing its role as a central pillar of community engagement in the region.

As a major employer in the region, with over 250 Australian employees based at its Rosehill manufacturing plant, James Hardie invests in the economic and social future of Western Sydney through support for manufacturers, suppliers, and the wider community.

Arneil added “this partnership with the Parramatta Eels is bigger than sport - it’s about investing in the future of Western Sydney. The Centre of Excellence represents a shared commitment to excellence, inclusion, and community, and we’re proud to be part of something that will have a lasting impact both on and off the field.”

Parramatta Eels Chief Executive Jim Sarantinos shared “our two brands celebrated the most successful period in Parramatta Eels’ history with James Hardie as major sponsor of the Club from 1981 to 1995. Now, we are reuniting in a new era, with a vision for even greater success -both on the field and in the communities we serve.

“As a Club, we are deeply connected to Western Sydney and its people. Through this partnership, we will work together to create opportunities, empower local communities, and inspire the next generation of athletes and leaders.”

With more than $20 billion in infrastructure investment planned for Parramatta over the next five years, the partnership represents an alignment between James Hardie’s brand ambitions and the booming growth of Western Sydney.

James Hardie Marketing and Product Director, APAC, Adele Gordon added "by aligning with a high- profile, community-driven initiative like the Centre of Excellence, we’re reinforcing our presence and deepening our connection to the community in Western Sydney.

“As naming rights partner, our goal is to grow our brand in a way that’s meaningful - by connecting with the people where we live, work, and play. Western Sydney is the fastest-growing region in the country, and we see this commitment as a strategic investment in long-term brand growth and meaningful impact.”

The announcement of James Hardie as Naming Rights Partner comes after Parramatta Eels was urged to reconsider its decision to accept a multi-year sponsorship deal from the former asbestos manufacturer,.

When the NRL club announced in May that James Hardie would be its front-of-jersey sponsor from 2025, asbestos sufferers called the decision by the Eels "outrageous" despite the club saying it is "delighted to strengthen an iconic relationship".

James Hardie, a major backer of the club between 1981 and 1995 when it won four premierships, was previously Australia's largest producer of asbestos materials - a product that can cause lung cancer, mesothelioma, chronic lung condition, asbestosis.

The company stopped asbestos production in 1987, but prior to then and in the decades following, sufferers fought the company for compensation, even when it relocated to The Netherlands in 2001. James Hardie eventually set up a $4 billion compensation fund.

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