Silence can’t be bought by sponsorship money
What’s in a sponsorship? If you’ve been following the various dramas that have unfolded over a number of sporting codes in recent weeks, you could be forgiven for thinking that sponsorship money is given out of the sheer goodness of the sponsor’s generous, philanthropic heart.
Except that the cash isn’t a gift, sponsors get a lot in return.
They get the apparent endorsement of a group of fit, young athletes in their prime who have put in years of practices, of training, of injuries, setbacks, accolades and achievements, and enough cash will allow them to hitch their brand to these incredible athletes without raising a bead of sweat in the process. Not bad, eh?
If you’re from around my vintage, you’ll remember back when the biggest sporting sponsors were alcohol and tobacco companies.
It seems crazy now, but health wasn’t a consideration until it became apparent that it needed to be.
Even so, it took government legislation and many years for existing contracts to run out, to see the end of those wildly inappropriate partnerships.
Now, only a few decades on, the issues have changed, but athletes are far less likely to leave their ethics at the door for the sake of a sponsor, figuring it’s better for team morale and unity to seek relationships that aren’t problematic in the first place.
Like most of the younger generation, Aussie Test Captain Pat Cummins is passionate about the climate crisis. Although it is denied Cummins’ stance influenced Cricket Australia’s decision to prematurely
end its $40M deal with energy company Alinta, they are now on the hunt for a new sponsor.
Interestingly, there seem to be far fewer accusations of ‘woke whatever’ and ‘precious princesses’ by the usual outraged conservatives regarding our cricketers than there have been for our netballers, who apparently should be oh so very grateful for any cash, no matter how compromised.
How ironic that after the allegations of entrenched racism at the Hawthorn Football Club, that a team of netball gals collectively supporting their indigenous teammate who felt aggrieved that Australia’s richest woman couldn’t or
wouldn’t condemn the despicable comments made by her late father suggesting Indigenous Australians be sterilised, should be so vilified.
If you have sporty daughters, imagine telling them that should they reach a professional level they should be prepared to shut up about issues that affect them or their teammates if there’s sponsorship money on the table.
Athletes are easily our biggest influencers – so why on earth would they remain silent?
Speak up. Don’t settle.
Be proud of your choices. Currently, the Socceroos are fronting a social media campaign,
condemning Qatar for its unacceptable stance on gay rights, ahead of the World Cup.
You think sport and politics shouldn’t mix?
Better get robots to play, then.
And while energy, mining and gambling companies continue to align their brands with our sporting superheroes, when will the sponsorship departments of major sporting codes seek out relationships that better represent their players?
Athletes in their 20s might be too young to know the song, but Midnight Oil’s Power and the
Passion says it all; ‘It’s better to die on your feet than live on your knees.’