2019-2021 STRATEGIC PARRAMATTA NATIONAL RUGBY LEAGUE CLUB PTY LIMITED
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PARRAMATTA NATIONAL RUGBY LEAGUE CLUB PTY LIMITED STRATEGIC PLAN 2019-2021
EXECUTIVE SUMMARY
MESSAGE FROM THE CHAIRMAN & CEO
We are pleased and privileged to present strategic plan that will drive the Club
the Parramatta Eels National Rugby over the next three years. Importantly,
League Club’s three-year Strategic Plan the delivery of our key strategic priorities
that will guide the Club’s operations from will be done through our strategic pillars
2019 to 2021. in conjunction with our values which
underpin our cultural foundations.
In recent seasons, the Parramatta Eels
have been focused on building a stable We want our members, fans and
business and governance framework corporate and community partners
to underpin success for its football and to know that we will be relentless
commercial operations into the future. in delivering your ultimate sporting
It gives us the foundation to deliver entertainment package, exceptional
on our vision – to be Connected and customer service and value for your
Respected through the way that we lead commitment to our Club.
and inspire, both on-field and in the
community. As a Club, we are extremely excited
about our future. We are committed to
Our Strategic Plan is underpinned by building a Club of which our fans and
eight key strategic pillars which provide partners can be proud. Our best days are
the fundamental framework and delivery ahead of us.
of the Club’s objectives. This document is
a high level summary of a more detailed
Sean McElduff Bernie Gurr
Chairman CEO
OUR VISION
A Club that we can all be proud
of because of how we value our CONNECTED &
RESPECTED
members, fans and partners, how
we play the game , how we live
our values, how we conduct our
business, develop our people and
what we deliver to the community.
THROUGH THE WAY
THAT WE LEAD AND
INSPIRE ONFIELD AND
IN THE COMMUNITY.
OUR PURPOSE
Whether it is on the field, in the
grandstand, in the office, or in IMPACTING LIVES
WE CELEBRATE THE
the community, our Club means
so much to so many. Our aim is
to impact lives, have a positive
influence on those that love
the Club and create a future
PAST WHILE BUILDING
that we can all be proud of and
passionate about.
TOWARDS OUR BEST
DAYS NOW AND
AHEAD OF US.
OUR VALUES
Focus on providing legitimate
value to our members and
»» LOVE WHAT YOU DO
partners, have open and honest
relationships with our people,
»» ALL IN WITH
thereby allowing us to all work
together to bring the best out of
EVERYTHING WE DO
each other and drive the success »» R ESPECT FOR EACH OTHER,
of our Club.
ROLES & CONTRIBUTIONS
»» M EANINGFUL
RELATIONSHIPS
HIGH PERFORMANCE, MEANINGFUL OUTCOMES FOR
VALUES-BASED OUR WESTERN SYDNEY AND
ORGANIZATION NORTHERN TERRITORY
COMMUNITIES
OPEN AND TRUSTING
RELATIONSHIP WITH ALL LAUNCH THE PARRAMATTA
STAKEHOLDERS EELS FOUNDATION TO
SUPPORT THE FUTURE OF
THE CLUB
BE THE PREMIER
DEVELOPMENT CLUB IN THE
NRL, PLAYING REGULAR DEVELOPMENT OF FACILITIES
FINALS FOOTBALL AND INFRASTRUCTURE,
INCLUDING A CENTRE OF
EXCELLENCE
BUILD SUSTAINABLE
COMMERCIAL GROWTH AND
STRATEGIC
DELIVER VALUE TO OUR CREATE A SUSTAINABLE,
PARTNERS ETHICAL FINANCIAL AND
GOVERNANCE MODEL
40,000 MEMBERS
PRIORITIES
BY 2021
PEOPLE & FOOTBALL COMMERCIAL MEMBERSHIP &
CULTURE FAN ENGAGEMENT
»»Establish a high »»To be the premier » »Build sustainable »»40,000 members by 2021,
performance, values-based Development Club in commercial growth through a highly engaged
culture while optimising the NRL and deliver through committed supporter base, innovative
our leadership capability sustainable on-field relationships, innovative interactions with our fans
success including regular engagement and delivering and a unique game day
»»Invest in the personal and finals football enhanced value to our experience
professional development partners
of our people to allow them »»Provide a pathway for the »»Convert our casual fans to
to reach their potential personal and professional » »Grow our strategic avid fans, our avid fans to
and become well rounded development of junior partnership with the members and our members
individuals representative footballers Northern Territory to season ticket holders
to the NRL
»»Provide an enjoyable
Government
» »Develop genuine
»»Develop a close STRATEGIC
PILLARS
relationship with our fans
experience for all commercial partnerships and partners through
Parramatta Junior across a broad network events and initiatives
League players and their of the Western Sydney which make them feel like
families and increase the business community a special part of our Club
participation levels of boys
and girls » »Maximise the commercial
opportunities presented by
the new Bankwest Stadium
COMMUNITY
COMMUNICATIONS
FACILITIES & FINANCE
& MEDIA INFRASTRUCTURE & GOVERNANCE
»»Deliver meaningful »»Have an open and trusting » »To create a whole of »»Create a sustainable,
outcomes to our Western relationship with all major club facility at Kellyville ethical financial model
Sydney and Northern stakeholders of our Club Park encompassing our within a robust governance
Territory communities football operations, our and risk management
through genuine »»Become a leader in administrative offices and a framework
engagement digital and social media series of community assets
communication through and services »»Maximise profitability
»»Launch the Parramatta meaningful and innovative of all commercial assets
Eels Foundation to content » »Develop a funding strategy while exercising control
assist with funding the for these facility objectives of expenditure across the
development of the Club’s Club
football infrastructure and
community activities »»With Parramatta Leagues STRATEGIC
PILLARS
Club, develop a highly
»»Through our Women @ Eels functioning Group Shared
program, drive increased Services team that provides
participation of women and strategic and operational
girls within the game of benefits across the Group
Rugby League
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