Sponsors turn up the heat as Cricket Australia conducts probe

Australia’s major cricket sponsors, including Qantas Airways, breakfast cereal maker Sanitarium and brewer Lion, said yesterday they were assessing their relationship with the country’s favourite pastime as the fallout from a ball-tampering scandal escalates.

The incident, which Australian captain Steve Smith said involved senior players hatching a plan to tamper with the ball during a game against rivals South Africa, also threatens to upset current negotiations over broadcast rights.

Weetbix-maker Sanitarium, which counts Smith as a brand ambassador, said it was reviewing its sponsorship pending the outcome of an investigation by governing body Cricket Australia.

The sentiment was mirrored by almost all of the sport’s commercial partners in Australia, including Qantas, apparel sponsor ASICS, Commonwealth Bank of Australia, insurer Bupa, Specsavers, Toyota, and brewer Lion. Singapore Telecommunications’ Optus, which is a commercial partner and broadcasts cricket on its mobile network, said it would not comment on the incident as it was a matter for Cricket Australia.

Cricket Australia earned A$338.4 million ($261 million) in media, sponsorship and spectator fees in the financial year ended June 30, 2017, according to its most recent annual report. The value of its individual sponsorships are not disclosed.