The Parramatta Council emblem will appear on the shirts of Parramatta Eels players in a $2.4 million sponsorship arrangement that has been criticized by the city’s mayor as an inefficient use of ratepayer dollars.
On Monday, a late-night private council meeting opted to form a three-year deal with the dominant NRL team for advertising and community sports clinics. According to a report supplied to councillors, the overall cost of the deal might be up to $2.47 million. The first year’s commitment is $383,500, with the remainder to be confirmed in 2024.
Labor mayor Pierre Esber, who voted against the sponsorship, saying it was “not the best use of council money at a time when people are struggling to put food on the table.”
“Spending this much money right now… “Is this worth it for the City of Parramatta?” he said. “But that was the will of the chamber, which I accept.
Along with the mayor, four councillors voted against the agreement, while nine voted in favor of it.
According to a proposal in the study, Parramatta Council’s $383,500 will be spent on “shared strategic areas” of community, brand, and visitation in the first year of the arrangement. The council, on the other hand, has the authority to change the spending breakdown for the second and third years of the agreement was accepted.
During home games at CommBank Stadium in Parramatta, the council’s emblem will be displayed on the bottom of the back of player jerseys, as well as on screens and signage. On game day, funds will be invested in local women’s sports scholarships, player clinics, holiday camps, and community events around the stadium.
After Our Local Community councillor Michelle Garrard submitted an amendment to remove a 20-person “director’s table” at each home game for $79,600, councillors opted to reject it.
The report cautioned the council of “reputational risk” if the plan was implemented.
Independent councillor Kellie Darley voted against the agreement, claiming that it was hurried to be approved before the start of the NRL season in February.
“It doesn’t pass the pub test, whether it’s a pub full of Eels fans or not,” she went on to say. “We actually don’t have the money and we have a backlog of [infrastructure projects].”
Garrard, who voted for the Eels sponsorship, said the contract was primarily about community benefit rather than council branding.
“I don’t understand why there is so much backlash to this when we go out and sponsor the [arts show] Sydney Festival,” she went on to say. “Why is the arts OK, but sport is not OK?”She stated that the Eels’ school holiday activities were already fully booked, and that the council’s contribution will help improve capacity for local programs.
“We want to be a global city, to be international.” This arrangement provides no practical benefit to the elected body, which is what frequently leads to a controversy.”
The council has a lengthy history of financial support for the local NRL club. The Herald reported in 2015 that club players Tim Mannah, William Hopoate, and Nathan Peats would each be paid $25,000 to serve as council ambassadors. The proposals were eventually scrapped due to widespread community opposition.
The Eels’ spokeswoman addressed the Herald’s questions to the council.
