NRLW 2025: Kennedy and Reuben Cherrington open up on their ultimate goals

NRLW stars Kennedy and Reuben Cherrington have long-term deals with the Parramatta Eels, but are also building a business empire outside of football, as they work toward one wholesome goal.

Welcome to Brand Cherrington.

They’re the sisters, Reuben and Kennedy, who have signed long-term deals with the Parramatta Eels, while teaming up with 13 other brands and organisations including JBL and TikTok as they build a mini business empire outside football.

And they refuse to let the part-time rugby league schedule - an 11-week competition right now - divert them from their life goal: repaying their parents.

“The ultimate goal is to retire both of our parents,” Reuben said.

Parramatta Eels NRLW players sisters Kennedy (left) and Reuben (right) Cherrington pictured at Maroubra Beach. Picture: Rohan Kelly

“With obviously being sisters in the NRLW space it’s very much achievable.”

Kennedy, 24, and Rueben, 21, both Eels forwards are still living at home with their parents, along with their two brothers.

While both talented and popular at the club, Kennedy and Rueben have used their time away from the sport to find other sources of income.

“We just want to give back, they made the ultimate sacrifice, and it’s obviously evident that they have done pretty well,” Kennedy said.

“So I think the only way we can give back is by honouring our parents.”

Kennedy Cherrington is one of the Eel’s key forwards, playing in the front row and at lock. Picture: NRL Imagery

While sister Rueben plays at hooker for Parramatta. Picture: NRL Images

The sisters have teamed up with 13 different brands and organisations outside of their playing schedule, including JBL and TikTok.

They’ve also recently started their own podcast, ‘Cherries On Top.’

Only two weeks into their newest podcasting venture, the sisters are hoping their content, which saw them rack up a combined 271,000 TikTok followers, translates well with their audio listeners.

“People want to see us outside of footy because we are more than athletes,” Rueben said.

Added Kennedy: “We stepped into an uncomfortable space, which we wanted to navigate.”

Kennedy (left) and Reuben (right) want to give back to their parents and help them retire early. Picture: Rohan Kelly

Their newest journey on top of an already hectic schedule has made the sisters two of the busiest players across the men’s and women’s game.

But there is no complaining from the Cherringtons, happy to set up a life after rugby league.

“A rule within our management company, they like to call it the 10:30 effect, which is 10 years of footy to set you up for 30 years after,” Rueben said.

“We have a strategy in place on how we can get ourselves out there on social media, working with brands, with obviously rugby league being the foundation of that,” Kennedy said.

“It’s not a distraction or a focus, but it’s an encouragement to be the best footy player and capitalise on the opportunities.”

While some of the opportunities bring glitz and glamour, both are strict on making sure any brand they work with is making some type of difference in the community.

Kennedy, on top of being the face of JBL in Australia, has aligned herself with rugby league icon Greg Inglis as a mental health facilitator with his Goanna Academy.

“I’m in school delivering programs letting kids know that yes I’m an athlete but I still struggle, while providing them tips, tricks and tools in trying to navigate their wellbeing,” Kennedy said.

Rueben also works in a community role as a support worker, helping former incarcerated find their feet back in the community.

Both sisters are also a part of Goal College, helping aspiring rugby league stars in year 11 and 12 finish school.