The City of Parramatta has signed a new partnership with the AFL and the GIANTS, backing plans to strengthen grassroots sport programs and bring more major sporting events into Western Sydney.
Under the agreement, the AFL will contribute more than $120,000 in value through community programs, match access initiatives and promotional activity linked to Parramatta. Council will invest $35,000 into the partnership, including support for relocating the GIANTS AFLW Season Launch from Sydney CBD to Parramatta Town Hall.
The arrangement includes free year-round activities delivered through Council’s Active Parramatta program, player appearances at Council events, and free access to matches for disadvantaged community groups. Promotions at ENGIE Stadium and across digital platforms are also expected to support tourism and local business activity in Parramatta.
City of Parramatta Lord Mayor Cr Martin Zaiter said the partnership aligned with the city’s growing role as a sporting and entertainment hub in Greater Sydney.
“Parramatta is becoming the home of sports and entertainment and we’re building on the AFL’s growing presence in our City to bring major sporting events to the heart of Greater Sydney,” Cr Zaiter said.
“By working with the GIANTS, we can attract more visitors, host amplified events and create unforgettable experiences that activate our City and boost local businesses.
“Local kids and those from disadvantaged backgrounds will get the chance to try out AFL for free, getting active and having a great time at home games with their families and friends.
“We’re harnessing the power of sports to bring people together and drive economic impact for our local businesses across Parramatta as we grow into a global City.”
The AFL said Parramatta remains central to its expansion plans across Greater Sydney and New South Wales, where participation and community engagement continue to grow.
Head of AFL NSW/ACT Andrew Varasdi said the partnership would help create more accessible pathways into the sport.
“As we strive to have Aussie Rules Football be part of every home, it’s essential we continue to create welcoming, inclusive and flexible opportunities for more people to be part of our game – and particularly in key communities like the City of Parramatta,” Mr Varasdi said.
“Footy clubs are the lifeblood of communities across the country, and the AFL remains committed to investing at the foundation of our game across Greater Sydney to ensure both established and existing communities can play their own way and find a place to belong through AFL, and this partnership epitomises that.
“In their young history, the GIANTS have cultivated meaningful connections with their local community across Parramatta and Greater Sydney, and we look forward to collaborating with the club and the City of Parramatta through this partnership to further strengthen these connections into the future.”
GIANTS chief executive officer David Matthews said the club’s relationship with Parramatta reflected its long-term presence in Western Sydney.
“We’re excited once again to partner with the City of Parramatta, continuing a strong relationship that reflects our shared commitment to community, connection and growth across Western Sydney,” Mr Matthews said.
“We’re proud residents of Parramatta and as a club built on and for this community, we see this partnership as a natural fit and an important way to give back to the people who support us.
“This partnership is about celebrating where we come from and ensuring Parramatta continues to play a central role in our club’s future both on and off the field.
“As part of the partnership, we’re thrilled to bring our AFLW Season Launch to Parramatta Town Hall, kicking off the partnership in the heart of the city.”
The partnership comes as Parramatta continues positioning itself as a major sporting destination in Sydney, with ENGIE Stadium already hosting AFL fixtures, concerts and large-scale community events throughout the year.
