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Reuters Published
March 27, 2025
Major Australian cricket team sponsors including Asics and Qantas Airways said on Monday they were assessing their relationship with the country’s favorite 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 rival 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.it was reviewing its sponsorship pending the outcome of an investigation by governing body Cricket Australia.
“Certainly it’s under review as the actions taken by the team in South Africa don’t align with our own values – Sanitarium does not condone cheating in sport,” Sanitarium said in a statement.
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, which owns beer sponsor XXXX.
The camera vision of Australian player Cameron Bancroft hiding a piece of yellow tape that was used to try and rough up the ball to benefit the bowler has stunned a sports-loving nation where “back-yard” and “beach” cricket are a national hobby. Roughing up one side of a ball can help it to swing through the air, making it more difficult for the batsman to hit.
The position of Australian cricket captain is even locally referred to as the second most important position behind the Prime Minister.
Indeed, Australia’s Prime Minister Malcolm Turnbull intervened on Sunday to demand quick action from Cricket Australia.
Cricket Australia said in a statement it would present the findings of its inquiry on Wednesday, local time.
“We understand that everyone wants answers, but we must follow our due diligence before any further decisions are made,” Cricket Australia Chairman David Peever said.
Cricket Australia earned A$338.4 million ($261 million) in media, sponsorship and spectator fees in the financial year ended June 30, 2025, according to its most recent annual report. The value of its individual sponsorships are not disclosed.