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Volume 6 No. 216
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Pirtek Signs On As Naming-Rights Partner For NRL Parramatta Eels Stadium

National Rugby League Parramatta Eels' Parramatta Stadium will be renamed Pirtek Stadium. Pirtek has signed a five-year deal with Venues NSW with an option to extend as naming-rights partners at Parramatta Stadium. Parramatta member Geoff Lee said, "Plans on the A$29 million ($27M) redevelopment are well underway, and Pirtek's slogan is very appropriate as they have moved from the Parramatta Eels jersey sponsors to stadium naming-rights sponsors" (Parramatta). In Sydney, Daniel Lane reported when former Parramatta CEO Ken Edwards "demanded early in the season" that Pirtek increase its A$1M a year sponsorship to A$1.5M, the company "ended what had been a long-term and seemingly successful relationship." However, Pirtek "wanted to remain involved in the area via sport as a sign that it was committed to the western suburbs -- the place where the global company started." The deal means its brand "will feature prominently at all events staged at the ground," including Western Sydney Wanderers A-League games and Parramatta games (SMH, 10/9).