Pat Cummins’ call for more climate-conscious corporate partners is merely the highest profile example of a years-long trend towards Australian cricketers making more careful choices about which sponsors they support – and feeling comfortable in doing so.
The pay agreement between the Australian Cricketers Association and Cricket Australia allows for players to decline to endorse certain brands on “reasonable personal or reasonable professional grounds”.
In one example, some Big Bash League players will be allowed to play without a meat logo on their caps or helmets this summer for religious reasons. In another, it is considered reasonable under the clause for a player to opt out of fast food advertising while citing sustainability or vegan reasons.
No logo: Fawad Ahmed during a Twenty20 international against England in 2013.Credit:Reuters
The Age and Sydney Morning Herald revealed on Monday that Cummins, the national Test and ODI captain, had raised concerns with CA’s chief executive Nick Hockley over the fact that Alinta’s parent company, Pioneer Sail Holdings, has been listed as one of Australia’s highest carbon emitters.
CA and Alinta subsequently agreed to end a deal worth almost $40 million, although not in response to Cummins’ views.
A clause was added to the current memorandum of understanding, signed in 2017, after objections first raised by the likes of Usman Khawaja and Fawad Ahmed almost a decade ago about wearing uniforms emblazoned with alcohol logos on the basis of their religious faith.
It states: “The player may refuse to consent to the proposed use of the players’ attributes as notified to the player and the ACA … on the player’s reasonable personal or reasonable professional grounds provided the player notifies CA, the player’s state association or the player’s W/BBL team in writing to that effect (stating the player’s reasons) within two business days of the ACA receiving that notification.
“The player agrees that the player’s personal sponsorship or endorsement arrangements will not give rise to the ‘reasonable professional grounds’ for the purpose of this clause.”
In 2013, when Fawad made his debut for Australia, a white ball uniform devoid of the beer sponsor’s logo attracted criticism from the likes of Doug Walters and David Campese (and a subsequent apology from the latter), but prompted other players to think more deeply about their endorsements.
“I think it’s always been a balance,” Cummins said on Tuesday. “We’ve seen certain players make decisions based on religion, or maybe certain foods they eat, they won’t partner with specific partners, but we really thank all our partners for everything they do.
“Not just us players, but every organisation has a responsibility to do what is right for the sport but also what they think is the right thing for the organisation. I hope society when it moves forward, it’s a balance where you make decisions about who you’re going to welcome into the cricket family.”
Independent senator and former Wallabies captain David Pocock, who has partnered with Cummins on climate change initiatives, backed the captain’s stance.
“Sport is already feeling the impact of climate change with extreme heat, bushfire smoke and flooding leading to cancellations and delays of matches as well as player and spectator welfare issues,” Pocock said.
“It’s clear they can’t sit on the sidelines on this issue any longer.
“In my view, fossil fuel companies are no different to tobacco. If they don’t have credible transition plans, if they’re continuing to push for new fossil fuel projects, they have no place sponsoring the teams and athletes we know and love. We should be having a serious conversation about who gets to use the teams we love to advertise and buy social license.
“There are few things Australians love more than sport, and we shouldn’t be letting companies who are compromising our future get to benefit from that.”
Personal decisions in cricket have increased in frequency since the clause was added to the pay deal, but there has never been an instance where a player or his or her manager have had to forcibly invoke it. Personal decisions will depend on the brand or category of company. Some have declined to endorse alcohol or gambling companies, others fast food or certain meat products.
In the BBL, the logo of the Primo meats will be seen on the caps and helmets of the Brisbane Heat this summer, but not for every player, as some have opted out on religious grounds given the brand’s association with pork.
Grace Harris of the Brisbane Heat signs autographs.Credit:Getty Images
At a wider level, CA and other major sports have had the luxury of being choosy in their partnerships, sometimes delineating between formats and competitions based on how directly they are marketed towards children.
Netball Australia is working to reach a compromise with Indigenous goal shooter Donnell Wallam after re-affirming a commitment to its sponsorship deal with mining giant Hancock Prospecting. Wallam had raised concerns about the company’s record on Indigenous issues and teammates expressed solidarity with her. On Tuesday, Rugby Australia also clarified its relationship with the gas supplier Santos.
“We greatly appreciate their support for rugby across Australia – the investment by Santos helps fund grassroots rugby, our high-performance programs and women’s rugby programs,” an RA spokesperson said. “Santos and Rugby Australia take their environmental responsibilities very seriously.”
Since its inception, the BBL has been devoid of alcohol or betting advertising in an overall sense, though some individual teams like the Adelaide Strikers have retained beer partnerships.
Australia’s netball captain Liz Watson.Credit:Scott McNaughton
Before COVID-19, CA was also deep into conversations about its commercial relationship with betting companies. But the cash crunch brought on by a global pandemic slowed the momentum away from gambling money.
In New South Wales, at least, the state association has actually flipped the emphasis on gambling into something else: a lucrative deal with the NSW government to raise awareness of the perils of the area.
“We’re proud to be able to continue to play an active part in educating children that gambling is not a part of sport, and that gambling on sport is a bad bet,” Cricket NSW chief executive Lee Germon said earlier this month.
“Cricket NSW will continue to do all we can to counter the constant sports betting advertising and the adverse effect it has on young people – young men, in particular – and their families.”
CA said on Tuesday that Alinta had chosen to end the partnership next year because of a “change in its brand strategy”.
“CA confirms that at no point did any conversation between men’s team captain Pat Cummins and CA CEO Nick Hockley influence Alinta’s decision to finish its sponsorship with Cricket Australia in June 2023,” it said in a statement.
News, results and expert analysis from the weekend of sport sent every Monday. Sign up for our Sport newsletter.
