Our sports values are likely to be exploited

• Published date: 28 May 2023
• Publication title: Herald on Sunday

As a result, sport marketers and sponsors attempt to reflect the romanticised version of ourselves and our community, but these brands are now positioned for potential conflict, with our values being exploited

When sponsorship works well, there is synergy between the two parts that takes them to a new level. Nike and Michael Jordan together are the ultimate expression of American capitalism. Sanitarium Weet-Bix and the kids’ triathlon, united in their attempts to support healthy choices.

These partnerships have an alignment of values that propelled them forward.

They are also examples of longer-term commitments which had the potential to grow.

But for every good example, there are dozens of less worthy alignments. In 1994, tobacco was phased out from sport sponsorship in New Zealand. Last year, the Green Party’s Chloe Swarbrick introduced a Bill to remove alcohol from sport’s balance sheet. This Bill didn’t pass its first reading but echoes of the tobacco argument will likely keep this debate alive. More recently, we have seen the English Premier League announce they will phase out gambling brands on their team jerseys over the next few years.

Women’s sport is offering a new opportunity to those seeking a reputational boost. A study run by Foxtel Media found 46 per cent of respondents believed brands...