Roosters snare $2.1 million sponsors that walked away from Cronulla

The NRL’s reigning premiers capped off a memorable year when they announced a new three-year sleeve sponsorship with the company that was in talks with Cronulla before that infamous podcast rant.

Cooper Cronk and Boyd Cordner at the sponsorship announcement. (Dylan Robinson)

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It’s the $2.1 million pre-Christmas present Cronulla bad boys Josh Dugan and Andrew Fifita helped gift wrap for the Sydney Roosters, all as a result of their boneheaded behaviour.

The NRL’s reigning premiers capped off a memorable year when they announced a new three-year sleeve sponsorship with IKON Services Australia.

But The Saturday Telegraph can reveal that this is the same company that was previously in talks with cash-strapped Cronulla before deciding to head in a new direction because of ongoing negative publicity, including the incident sparked by Dugan and Fifita’s infamous podcast rant.

Cooper Cronk and Boyd Cordner at the sponsorship announcement. (Dylan Robinson)

It follows The Telegraph’s revelations last week detailing the Sharks’ dire financial situation that resulted in 10 staff being sacked on the back of the club’s $3 million loss in 2018.

But while Cronulla remain without a jersey sponsor heading into 2019, the Roosters are absolutely crowing.

And it’s a huge lesson for highly paid NRL stars who sometimes think their responsibilities don’t go beyond the playing field.

On hand to promote the new deal with IKON Services Australia was two of the game’s most respected players in Roosters, NSW and Australian captain Boyd Cordner and superstar playmaker Cooper Cronk.

Dugan and Fifita hurt more than Cronulla’s reputation. (Zak Simmonds)

Both players spoke of the responsibility that rests with all NRL players heading into the Christmas break.

“The responsibility of players when you sign your contract isn’t about the scoreboard or winning games of football,” Cronk said.

“There is multi-layers to it. One is community engagement. Two is inspiring the next generation, rugby league players across the country to play the game. But there is also respect and holding up your end of the bargain in terms of representing the game on all levels.

“If you do that to a certain degree it can inspire businesses like IKON to become involved.”

Cordner added: “To get someone like IKON involved with us, it is a nationwide company who are very well recognised, and they have shown their faith in us.

“Here at the Roosters we have a lot of pride and a lot of history. We have had our main sponsor, Steggles, on our jersey for a number of years now which is still going strong.

“To add to that IKON, it is a massive lift for us but obviously it is a responsibility for us that we have to uphold.”

Powerful Roosters chairman Nick Politis said the deal meant his club would enter into its 111th season with the corporate value of the famous Tricolour jersey greater than ever before in the club’s history.

You can’t deny Cronk’s corporate appeal. (Dylan Robinson)

IKON managing director George Tahan conceded the Roosters image on and off field was the deciding factor for his company.

“We were impressed with the professionalism shown by the Sydney Roosters during our business dealings,” Mr Tahan said.

“Our decision to partner with the Roosters as a platinum sponsor was based on the sharing of joint values, their overwhelming success and synergies between their organisation and ours.”

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Originally published as Roosters snare $2.1 million sponsors that walked away from Cronulla