case study

paramatta eels

USA Study Tour

This was co-ordinated and hosted completely by Eclipse Events & PR. Our aspirations for the study tour were simple.

For staff, players and coaching staff to see in real life how the US teams do things and to learn from the very best – on the field and off the field.
To create a winning professional culture within the entire organisation – on and off the field.
To bring new and innovative ideas and concepts to the Parramatta Eels

Some of the ideas utilised from the Seattle Seahawks:

Proliferation of the 12’s
The noise and influence the crowd can actually have over the result
Incredible production values
Entire city gets behind the match – Blue Fridays #12 Flags Street Marches
Touchdown City – an amazing pre game activation

Seagals Squad – Best in the NFL

Absolute professionalism at all times
Train as they perform
All in training uniforms
Routines simple yet perfect

Some of the ideas utilised from the Seattle Seahawks:

Ability to make the stadium feel full whilst in half mode
Fans very vocal and far more active than Seahawks
Field Club fabulous initiative
Co-branded stadium – both Seahawks and Sounders proudly shown side by side.

Following the study tour Eclipse was then charged with the responsibility of revolutionising how match day was presented to the Eels fans. This involved total changes to run sheets, cheer squads, team introductions – you name it and it was updated and innovative.

Based upon the 12th Man premise pioneered by the Seattle Seahawks, Eclipse created the Blue & Gold Army Flag for the Parramatta Eels. Just prior to kick-off in every home game, an Eels legend is invited to raise the Blue and Gold Army Flag for the fans. The aim of the flag is to engender a feeling.

Eclipse created the following new initiatives for Match Day at the Eels:

Introducing “PARRADISE CITY” as the more updated theme and motivational song for the team. This track was heavily edited to have the reference to PARRA-DISE City very clear.
5 minute Hype reel to play prior to team walk out.
2 minute Hype reel to play prior to second half
New team introductions with significant player sponsor recognition
NYC and NSW Cup player intro screens
Set Pre-game show timing for every match
Rollout of a new Cheersquad – reflective of the Seagals
Far more use of the Cheersquad pregame and during the match
Fully produced player thank you at the completion of the match
New Big Screen backgrounds
New Blue and Gold Army signage around the ground
A designated pre-game activation and family zone outside the ground prior to every match
Full play list of suitable background music to be played throughout the match
Mean Tweets read by players
Far more interaction and packages to the big screen

Eclipse was the consultancy of choice as the Parramatta Eels embarked on a major Membership Campaign, rebranding and Fan Engagement program.

Following several campaigns the Parramatta Eels have seen unprecedented growth and record membership numbers – despite unrest within the Club.

Eclipse was the driving force behind a complete rebranding campaign and a standardisation across the business of this iconic Australian sporting brand.

We also co-ordinated and delivered a 14 day USA Pre-Season tour involving 25 players and 8 coaching staff as well as Board Members and Executive Staff. Using its contacts, Eclipse arranged for several meetings with University of Washington, the Huskies, the Seahawks, Mariners, Sounders and Broadcasters RootSports in Seattle as well as the Kings, Lakers, Disney Institute and the LA Dodgers.

During our time with the Eels we completed the following:

Brand Marketing Management
Management of Fan Engagement Program
Strategic Planning and Strategic Plan for 2020
Strategic and Crisis Public Relations
Consumer Public Relations
Total overhaul of the game day experience and production

World Class operator.
Ken EdwardsCEO Ken Edwards Consulting and Management

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case study

paramatta eels

USA Study Tour

Some of the ideas utilised from the Seattle Seahawks:

Seagals Squad – Best in the NFL

Some of the ideas utilised from the Seattle Seahawks:

Eclipse created the following new initiatives for Match Day at the Eels:

During our time with the Eels we completed the following:

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