“Couldn’t Have Been Worse”: Branding Guru Slams CA’s Handling Of Ball-Tampering Scandal
One of Australia’s leading experts on branding has severely criticised the response by Cricket Australia (CA) to the ball-tampering scandal that has rocked the sporting body.
Karl Treacher, CEO of The Brand Institute, told B&T that if he was rating the sporting body on its handling of the scandal, his score would be a zero out of 100.
“Whoever is managing the media strategy on this is demonstrating exactly zero knowledge and skill,” he said.
“If Steve Smith gets banned – which he has to – whoever is advising on reputation strategy should be walking straight out the door with him.
“I’ve never seen a sports media crisis handled worse than this. It just shows how out of touch the administration is with today’s audiences.”
CA chief executive James Sutherland (pictured above) announced late yesterday morning that Australia’s men’s Test team captain Steve Smith, vice captain David Warner and batsman Cameron Bancroft have been officially reported for breaching the organisation’s Code of Conduct and dumped from the squad that is currently touring South Africa.
“The preliminary findings have confirmed that prior knowledge of the incident in Cape Town was confined to only the three players reported,” he said.
“Sanctions are expected to be announced within the next 24 hours.”
Treacher said while it is hard to predict the long-term impact of the incident, he believes the damage will be significant in global cricket circles for some time.
“As far as implications locally with fans, this will pan out to be a drop in the ocean – an ocean made up of 150 years of world-class sportsmen behaving (relatively) appropriately,” he said.
“You only need to look at Matt Johns admitting to group sex as part of a NRL footy trip while married to realise that fan loyalty runs deep and even the biggest indiscretions will probably be forgiven. He even got his own footy show after that incident.”
Karl Treacher
A variety of well-publicised sports brand issues have now created something of reliable social precedent that predicts “supporter leniency”, according to Treacher.
“When many people become supporters of a national cricket team or whatever, they assume some the team’s identity so as to ‘go on the journey’ with them. So, to give that up means giving up something more than just their replica baggy green, it becomes very personal,” he explained.
A number of cricket sponsors including Magellan, Commonwealth Bank, Qantas, XXXX Gold, Sanitarium, Accenture, and Skins have issued powerful statements on the incident, with many of them seemingly adopting a ‘wait and see’ approach.
However, Sanitarium appears to be the first sponsor that’s taken decisive action, removing any mention of Smith in its online assets.
Treacher said the right course of action for team sponsors is different to player sponsors.
“The sponsors of teams support the dreams of children and the social structure of large subcultures that cross so many diverse societal territories,” he told B&T.
“They have little to gain by ditching the Australian cricket team and run the risk of being viewed as popularity groupies instead of brands dedicated to supporting teams through the good and tough times.
“That said, if CA continues to suggest that this is a team issue, then it would be reasonable for sponsors to pull back sponsorship until the team has been re-established under new leadership.”
Please login with linkedin to comment
ball tampering CA cricket Cricket Australia Karl Treacher The Brand InstituteLatest News
Adam Shand Launches His Real Crime Podcast Collection Via LiSTNR
Real Crime is the new home of Walkley Award-winning investigative journalist Adam Shand and his acclaimed body of work in true crime podcasts. Three new series will be featured under the Real Crime brand: Real Crime Feature, Real Crime Interview and a brand-new series Real Crime – Australian Detectives. Shand is an investigative journalist, author, […]
Lego Unveils Brilliantly Fun New Campaign That’s A Celebration Of Kids’ Imagination
Lego's one of those toys that's great no matter your age. Although middle-aged men playing with it can be a bit weird.
Perkbox Australia Appoints New Country Manager
Perkbox, the global benefits and rewards platform, has appointed former Google, Zip Co and Expedia executive Ross McDonald as Country Manager. McDonald brings over two decades of experience to the role, holding key management positions in a number of Australian and global growth and technology companies. The appointment comes amid the global reimagination and launch […]
Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
“Awkward!” Reporter Asks Gillian Anderson If She’d “Spoken To Margaret Thatcher” About Playing Her In The Crown
Sadly, yesterday's Emmys lacked the certain sparkle that comes from Ricky Gervais getting pissed & insulting everyone.
Gary Ablett Jnr Signs NFT Deal With Sportemon Go
As a result of his connection with Pickstar, Gary Ablett Jnr. has signed a multi-year, global ambassadorship and NFT (non-fungible token) deal with Sportemon Go.
Foxtel Appoints New Commissioning Editor & Supervising Producer, Unscripted
Howard Myers has been appointed as Commissioning Editor & Supervising Producer, Unscripted, for Foxtel Originals. In this role, Howard will have oversight across FOXTEL’s signature local productions for Lifestyle & Entertainment content, working with both in-house producers and external production companies to commission, develop, produce and oversee content creation, series and specials. These titles include […]
Fetch TV Renews Deal With BBC Studios For Seven BBC Channels
Fetch TV and BBC Studios today announced the extension of their channel partnership agreements covering seven BBC channels. The deals secure Fetch subscribers ongoing access to the broadest range of premium BBC content available on any Australian aggregation platform, and include BBC First, BBC World News, UKTV, BBC Earth and CBeebies, along with Virtual Playlist […]
Bankwest Stadium Rebrands As CommBank Takes Over Naming Rights
Parramatta's Bankwest Stadium rebrands as CommBank. Confirms the pies will remain slightly cold & slightly soggy.
Monday TV Wrap: The Block Is Triumphant While HYBPA? Shoots And Scores
Monday night’s Have You Been Paying Attention? rose to impressive heights, securing a second place spot in the entertainment ratings and netting 731,000 viewers (as per OzTAM’s metro data). Last night’s ep featured Anne Edmonds, Luke McGregor, Celia Pacquola, Sam Pang and Ed Kavalee as guests, and 10’s current queen Dannii Minogue (who also happens to […]
Helga’s Wants You To Be A Nice Neighbour In New Work From The Works
Bread ad encouraging people to be nice neighbours. Which can be difficult if you live next door to a Delta Goodrem fan.
Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Guardian Australia Expands Representation Nationwide With New Hires
Guardian Australia has made new appointments in two new states. Nikki Mercado joins as account director in Western Australia and Sophie George joins as a state sales manager in Queensland. With a focus on breaking news, investigative journalism, podcasts and deep content partnerships with Australia’s largest advertisers, Guardian Australia has grown from strength to strength […]
Omnicom Beats Publicis To Win Mercedes’ Global Agency Consolidation
Nothing beats the quality of a German-built car. They're also very good at strudels, beer & pinching the sun lounger.
NOVA Entertainment Appoints Key Programming Roles
NOVA Entertainment has confirmed the appointments of Mary Datoc and Michael McPhee to the roles of network managing editor and announcer/operations manager respectively. Strengthening the programming leadership team in the senior role of Network managing editor, Mary Datoc will oversee the enhancement, growth and evolution of programming content for Nova 96.9 and the smooth Network. […]
Paper Moose Creates Virtual Experience To Help UTS Leap Pandemic Hurdles
The University of Technology Sydney (UTS) has launched a new 360 video tour of their innovative Sydney CBD campus, via Paper Moose, aimed at attracting both international and Australian students. It’s been a rough couple of years for Australian universities, forcing them to think outside the box to attract both local and international students to […]
Initiative Studio Teams With Pernod Ricard’s Rosé Spritz For Post-Lockdown Promo
After a long few months in lockdown for Sydneysiders, the NSW Premier announced that gatherings of five double-vaccinated people could go ahead in outdoor areas from September 13th. Pernod Ricard’s Rosé Spritz brand ‘Rosie’ is celebrating this by giving away luxe picnics for 100 Sydney siders throughout the eastern suburbs, inner city and inner west. Teaming […]
Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Cricket’s Big Bash Enlists Tones And I And Nike For Season Launch
Yes, you read that headline right! Tones And I is now flogging the Big Bash cricket in one of the stranger partnerships.
Kate Silver Promoted To General Manager Of Leo Burnett Melbourne
Leos' Kate Silver eyeing the IKEA JÄRVFJÄLLET leatherette swivel chair in charcoal after recent MD promotion.
Indie Agency Kaimera Expands With New Hires
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
PubMatic Research: IDFA Changes Provide New Opportunities To Engage Mobile Consumers
Susan Wu is the Senior Director, Marketing Research at PubMatic. Here, she looks at how Apple’s iOS 14.5 update is already creating new opportunities for advertisers, their agencies, and publishing partners. Apple’s 14.5 update to iOS sent advertisers and other platforms (we’re looking at you, Facebook) scrambling to figure out how to track users who […]
Nine’s Love Island Australia Gets Premiere Date
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo Expands Down Under With Multi-Year Shopify Partnership
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]
Why Partnerships Are Key For The Comeback Of Travel Marketing
This expert takes a look at travel post-lockdown. B&T says just include a 'drinks package' & we don't care where we go.
Thinkerbell Wins The Salvos’ Strategy & Comms
There is no finer folk than the goodly Salvos. After all, who couldn't do with a little more tambourine in their lives.
Progress Unveils Sitefinity DX 14.0 Platform
Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]
Amazon Prime Video And LADbible Australia Team Up For Investigative Doco Series UNHEARD
Amazon Prime Video today announced a ground-breaking new six-episode documentary series, UNHEARD, the first feature produced by LADbible Australia Originals and with production funding from Screen Australia.
AACTA’s Reg Grundy Award Returns For 2021
These awards are a fitting tribute to the late, great Reg Grundy. And by that we don't mean your underpants.
Snap Appoints Jacqueline Beauchere To Global Head Of Platform Safety
Today Snap announces longtime online safety advocate Jacqueline Beauchere (formerly Microsoft) as its first Global Head of Platform Safety, part of Snap’s long-held and ongoing commitment to the safety and wellbeing of Snapchatters.
