News

Sanitarium officially ditches Steve Smith, but offers mental health support to Australian cricketers

Cricketer Steve Smith’s two-year tenure as a Weet-Bix Kid has officially come to an end this afternoon as Sanitarium throws out a mental health lifeline to Australia’s disgraced national team.

Sanitarium’s announcement follows the health food brand scrubbing all mention of Smith from its website earlier this week, electronics brand LG announcing it was dropping vice captain Dave Warner yesterday and Magellan cancelling its naming rights deal.

Although it has dropped Smith, Sanitarium has offered Cricket Australia support to ensure cricketers’ health and wellbeing as the company recognises “the immense pressure and the consequent health and wellbeing impacts this incident has had, and will continue to have, on the players concerned”.

Mumbrella has contacted Sanitarium and Cricket Australia for comment on what the support will entail.

The announcement from Sanitarium:

On the back of the admission of ball tampering by the Australian Cricket team, Sanitarium has ended its relationship with Steve Smith as a Weet-Bix brand ambassador. Termination of the sponsorship contract is effective immediately.

“Weet-Bix ambassadors represent our brand values of trust and integrity, and they speak to everything that is good about being Australian. Their role as a ‘Weet-Bix Kid’ is to inspire millions of Aussie kids to be the best they can be. Based on the ball tampering incident and the findings of Cricket Australia’s investigation, we are unable to continue our relationship with Steve Smith,” said Todd Saunders, Executive General Manager for Sanitarium Australia.

We recognise the immense pressure and the consequent health and wellbeing impacts this incident has had, and will continue to have, on the players concerned and on the broader Australian Cricket Team. As such, Sanitarium has offered support to Cricket Australia to ensure that player wellbeing is a priority at this time.”

ADVERTISEMENT

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing