Sports Marketing Summit: ‘We’re in the culture and community era’: Parramatta Eels GM delivers masterclass in brand development
Taking to the Mumbrella Sports Marketing Summit stage on Thursday afternoon, Kate Chapman – the Parramatta Eels’ general manager for brand, social impact and fan development – unveiled the branding strategy and ethos that helped the Eels secure an iron-clad bond with its fans.
According to Chapman, the Eels sought to create a brand that deeply resonated with Western Sydney (the club’s home turf), while setting itself apart from competitors and attracting “like-minded partners, athletes, fans [and] collaborators”.
The club looked to the evolution of its home territory – Parramatta – to see how it could modernise itself while staying true to its roots.
