Sponsorship’s new paradigm

Sponsorships in the arts and sport by energy and mining companies has been in the spotlight in the past week following reports that Australian Diamonds players had refused to wear branding from mining company Hancock Prospecting on their uniforms during their Constellation Cup matches against New Zealand.

With a growing number of such sponsorships under scrutiny for possible ‘sportswashing’ (the term used to describe the practice of individuals, groups, corporations, or governments using sponsorships and other means to improve reputations), the action by the Diamonds also brings to a head the role of players in relation to sponsorships agreed by their teams, leagues and sports.

Last weekend saw reports that the Diamonds had refused to wear Hancock Prospecting branding on their uniforms during their series against with New Zealand over environmental concerns.

While Netball Australia denied there was any dispute with players, it later emerged that Indigenous netballer Donnell Wallam had raised concerns about the partnership related to controversial comments made by Hancock Prospecting founder Lang Hancock in the 1980s when he suggested that some Aboriginals be sterilised in order to “breed themselves out”.

Later, it was reported that Wallam was put under pressure by Netball Australia and Hancock Prospecting executives to change her stance in a series of meetings during the week.

Other energy and mining sponsorships
Cricket Australia this week announced it would end its partnership with Alinta Energy at the end of the contract period next June, amid claims Chief Executive Nick Hockley had been pressured to do so by skipper Pat Cummins.

In addition, oil and gas company Woodside Petroleum has this week advised that it will not extend its multimillion-dollar sponsorship of the AFL’s Fremantle Dockers beyond the 2023 season after a group of 10 high-profile figures - including inaugural football manager Gerard McNeill, ex-player Dale Kickett and former Western Australian Premier Carmen Lawrence - demanded the AFL club cut ties with the oil and gas producer.

Also earlier this year, Woodside’s sponsorship of the arts was questioned by environmental group Fossil Free Arts WA, objecting to its links with Western Australian Youth Orchestra and the West Australian Symphony Orchestra.

As of this week, oil and gas company Santos will no longer sponsor the opening night of the Darwin Festival after significant pressure from artists and environmental activists.

The company had been a sponsor of the festival for almost three decades and the partnership made the opening night free to attend.

The sponsor had become the target of activist group, Fossil Free Arts NT, which ran a campaign dubbed Darwin Festival Dump Santos, which included an open letter to the festival’s board signed by 200 Australian artists.

In January, Santos’ sponsorship of the Australian Open ended just one year into what had been launched as a multi-year term following the resources giant’s partnerships being targeted by climate activists.

George Brandis
Back in 2014, then Federal Attorney-General and Minister for the Arts, George Brandis suggested that arts companies and festivals who refused funding from tobacco companies might be penalised by loss of Australia Council for the Arts funding.

While this threat wasn't seen through, Senator Brandis was behind the 2015 creation of the National Program for Excellence in the Arts which removed more than $100 million of the Australia Council's budget.

Causes
However, it is not only Indigenous and climate change issues that are prompting disputes.

In July, the move by the Manly Warringah Sea Eagles to wear a pride jersey in an NRL fixture saw seven players announce that they will not play in the key match.

With Manly becoming the first team in the competition ever to wear a kit which promotes LGBT inclusivity in the sport, the players said they wouldn't wear the jersey claiming that object to the move on religious and cultural grounds and that they hadn't been consulted.

A weakened Manly lost the match against the Sydney Roosters, ending their Finals series hopes.

Earlier this month, the AFLW's first-ever Muslim player, Haneen Zreika, has pulled out of the GWS Giants’ Pride Round (celebrating the LGBTQI+ community) fixture due to religious beliefs.

YouGov
A recent survey from YouGov, Global Sports 2022: Uncovering the Socially Responsible Sports Fan, revealed that sport fans in 2022 have a concern about environmental, sustainability and diversity, equity and inclusion (DEI) issues with 47% of fans around the world considering whether brands are socially and environmentally responsible when making purchases.