The Dyldam Parramatta Eels have this week unveiled their 2020 vision, built around the single-minded purpose of growing and sustaining success of the Parramatta Eels.

Speaking at the inaugural State of the Club event on Wednesday night at the Parramatta Leagues Club, Eels CEO Scott Seward outlined the bold vision for the club over the coming six years.

The Eels 2020 vision covers all areas of the business, with goals to:

· Compete in the NRL finals series every year, and bring home the club’s fifth and sixth Premierships between now and 2020

· Turn a current financial loss into a $1 million profit by 2020

· Attract and retain commercial partners who will drive innovative and mutually beneficial relationships

· Build a highly engaged base of 50,000 Members

· Establish the Parramatta Eels rugby league club as a community leader underpinned by our values, at home and abroad

· Provide industry-leading training and administration facilities for players, coaches and staff of the club

“This plan recognises that we are in control of our destiny,” Seward said.

“Our vision is to be the best sporting organisation in Australia, where the very best people aspire to deliver excellence, unity and success.”

“To our Members and fans, commercial and community partners we are committed to delivering exceptional customer service at all times.”

Speaking at the Parramatta Leagues Club, Seward did not shy away from the hard facts of the past few years.

“Since 2010 until 2014 the performance of the football side of our business has been one of the worst in Australian sport,” Seward said.

“Despite having one of the largest supporter bases in the NRL and being based in the heart of Western Sydney, the off-field aspects of the club had also fallen behind.”

“Over the past six years the football club lost over $28 million, and in 2012 and 2013 alone our football department had a net loss of over $11.5 million. These types of numbers are not sustainable for any business.”

The implementation of the 2020 Vision began in 2014, and included a comprehensive self-analysis at the club, and a commitment to a set of trademark values for the Parramatta Eels. Our trademarks describe the framework in which directors, staff and players of the Club behave, interact and work together and determine the culture of the Club.



For the Blue and Gold, those values took the form of four trademark behaviours: honesty, unity, progressiveness and ruthlessness which are held in high regard and protected by every member of the on-field and off-field team.



Seward acknowledged the importance the club has to its Members, fans, community, and Western Sydney, as well as the duty the Eels have to those who love the club: from the club’s founders in 1947, to those who are yet to come.

“The transformation of our great club is under way,” Seward said.

“We want to be known as the most professional sporting brand in Australia with a strong commitment to giving back to our community.”

“Rest assured we will be ruthless in our pursuit of success and delivering all elements of the Eels’ 2020 vision.”

“As a club we are extremely excited about our future and we trust our Members and fans will enjoy being part of this journey together.”