The sporting conundrum: do values trump dollars when it comes to team branding?
Following two major sporting code sponsorship splits, Mumbrella’s Calum Jaspan looks at the relationship between lucrative brand deals and the values of players who don the logos of those responsible.
The past weeks have seen two of Australia’s national sports code bodies, Netball Australia and Cricket Australia split from highly profitable headline sponsorship deals following concerns from star players.
While both were different in nature, what does this say about the future of sporting partnerships, player power, and the risk for brands?
First, Cricket Australia and its Platinum partnership with Alinta Energy was revealed to be coming to an end, shortly after reports emerged that national skipper Pat Cummins had raised “ethical objections” to chief executive Nick Hockley around donning the brand.
