Qantas pulls Rugby Australia sponsorship after 30 years
Qantas has pulled its sponsorship cash from five key sporting partnerships and several arts programs – ending a 30 year union with an already financially stricken Rugby Australia.
NSW
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Qantas has slashed its multi-million dollar sponsorship of Australian sport, with the embattled Rugby Australia the biggest victim of the cuts.
The airline has pulled its $5 million sponsorship of cash and flights to end a 30 year association with the code.
Beleaguered bosses at Rugby Australia are already struggling to find a new broadcast deal and are now on the hunt for a blue chip company to take the airline’s place on the Wallaby jersey.
Announcing the cut, Qantas said “the cash cost of our sponsorships has to be zero” while it has staff laid off because of COVID.
“Our focus right now is getting through this crisis, which unfortunately means lots of difficult decisions like these,” Qantas chief customer officer, Stephanie Tully, said.
The move will save the national carrier up to $20 million a year but cuts off a crucial financial lifeline to sporting codes and institutions, including the National Gallery of Australia and Museum of Contemporary Art.
The flying kangaroo will remain on the shirts of the national cricket and soccer teams after Cricket Australia and the Football Federation of Australia agreed to carry on with in-kind support over the next 12 months.
Qantas will also continue a reduced in-kind relationship with the Australian Olympic Committee and Paralympics Australia, providing flights but not cash.
However, the 30-year association with Rugby will finish at the end of the calendar year.
“Qantas has had a very long association with Rugby Australia and the Wallabies, and we’ve stuck with each other during difficult times. Unfortunately, this pandemic has been the undoing. Like all Australians, we’ll continue to cheer them on from the sidelines,” Ms Tully said.
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Rugby Australia chairman Hamish McLennan said the loss of the Qantas sponsorship would not result in further job losses at the organisation.
“This doesn’t change our plan because we will replace Qantas, so the plan we’re executing remains intact,” McLennan said.
“It’s another challenge that will add to the list, but we will absolutely get through this.
“Qantas have been a great partner, like us they’re going through difficult times,” he said.
The relationship between the two was strained last year after Qantas chief executive Alan Joyce weighed in on comments made by Israel Folau that ultimately led to his sacking from the game.
Yesterday Mr McLennan was focusing on the advantages of being involved with Rugby Australia. “The Wallabies sponsorship is one of the most prestigious in Australian sport, and I’ve had almost immediate inbound inquiry about replacing Qantas, from major blue chip Australian companies,” he said.
“For any company that is interested in premium sport, this is a once-in-a-lifetime opportunity.”
Originally published as Qantas pulls Rugby Australia sponsorship after 30 years