National Rugby League side Parramatta Eels is "ready to take a leaf out of arch-rival Canterbury's book" and start the season with a charity on the front of its jersey as CEO Bernie Gurr "holds out for a major sponsorship" which recognizes the club's "position as the most powerful sporting brand in western Sydney," according to Brent Read of THE AUSTRALIAN. In a move that "mirrors the approach taken by the Bulldogs as they attempted to piece together their battered image nearly a decade ago," Gurr confirmed the club had begun discussions with a charitable organization as it contemplates kicking off the opening round of the premiership "without a major backer." The Eels lost major sponsor Dyldam last year and have yet to "lock down a replacement." The club's search for a major sponsor "comes amid evidence" that indicates Parramatta not only remains the "most popular rugby league side in western Sydney," but is also "streets ahead" of the Australian Football League’s Greater Western Sydney and the A-League’s Western Sydney Wanderers. Gurr said, "I think when Canterbury did it they demonstrated being good corporate citizens. They helped out a great charity in Camp Quality. It also lets people know you don’t have a corporate sponsor. Let’s face it, part of the mandate of rugby league clubs is not only to be good footy teams, but rugby league is a big part of the community and we have to give back." As well as having the "largest supporter base in the region, Parramatta’s commercial television ratings far out-strip GWS and the Wanderers." Parramatta also draws better ratings on pay-TV. It is those statistics "in part that have convinced Gurr the club needs to hold its nerve in the cluttered marketplace for major sponsors." Gurr: "We’re going to have to be patient. We want to get the right sponsor. More than likely, we’re going to go into the season without a major sponsor." The club's partnership with Dyldam "remains in dispute with a court battle looming" (THE AUSTRALIAN, 2/8).
