Racism charge could ruin Sam Kerr’s multimillion-dollar brand
Sam Kerr was living the pinnacle of her career as Australia’s golden girl, but an expert has revealed what will happen now to the star’s multimillion-dollar image.
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With Matildas captain Sam Kerr facing a racism charge, a public relations expert says how the star handles the allegations could make or break her multimillion-dollar brand.
The star, who will seek to have charges of aggravated racial harassment of a police officer dropped when her case returns to a London court next month, took home an estimated $3.3 million last year, and is regarded as one of the most bankable figures in the sport.
Kerr has a $1.5 million contract with Chelsea, a $1 million endorsement deal with Nike, and several other sponsorship deals, as well as having been featured on the cover of the FIFA 23 video game alongside French football superstar Kylian Mbappe.
But a spanner has been thrown in the works for the 30-year-old striker with the Australian captain accused of withholding the news of the charges after Football Australia revealed they heard the news at the same time as everyone else.
PR expert Nicole Reaney said the impact on Kerr’s image - and the football club - will largely come down to the way she addresses the situation.
Up until now, Kerr has remained quiet over the allegations and Ms Reaney said the sportstar is most likely being “guided by professionals” on when and what to communicate.
“Sam was embraced by the nation wholeheartedly and seen as Australia’s golden girl,” InsideOut PR director Ms Reaney said.
“A strong, likeable and successful female sports star that budding athletes and young people looked up to.
“This will taint perceptions and how Sam and her sporting clubs navigate the situation will determine the significance of the impact.
“Remaining quiet at this point is wise to minimise the negative news cycle and to minimise further implications.”
Ms Reaney said brands and sponsors associated not only with Kerr, but football in general, will be “observing the situation” and making decisions around how they interact and provide support.
“The fact that Sam has built incredible equity around her personal image particularly in the last year, leaves her in a more positive position had she not had that,” she said.
“The best position Sam can take is one of ownership, honesty and integrity. It will be far better to be upfront, and if the situation is as true as it’s been reported, take accountability and provide a public apology.
“Getting into conversations about the degree of harm will only make matters worse.
“Of course, personal discussions with all commercial and key personal stakeholders and relationships will be vital as well.”
Kerr is one of the highest paid players in women’s football and has been enjoying a jetsetting lifestyle with fiancee Kristie Mewis.
From lucrative brand deals to lavish trips and huge spending, here is a look inside the Matildas star’s luxurious lifestyle.
HOLIDAY TRIPS AND LAVISH LIFE
Kerr has made sure to take time out of her busy schedule to enjoy trips overseas with friends and her partner.
In May 2022, she and her fiancee, fellow soccer star Kristie Mewis, visited New York together. In the same month, Kerr travelled to Spain for the F1 where she got to hang out with the McLaren team.
The athlete also enjoyed a holiday to Bali in 2019 and shared some snaps of her on an ATV with a friend. She was given the honour of flying on one of Nike’s private jets.
Kerr and Mewis frequently enjoy lavish shopping trips, sharing snaps in Louis Vuitton and wearing high-end labels such as Heron Preston and Palm Angels.
Kerr had her 30th birthday celebrations in September on a boat and has also shared snaps from Bondi Beach, New York City and Barcelona.
In other holiday snaps, Mewis and Kerr were seen enjoying time away in Switzerland earlier this year.
HOUSING PORTFOLIO
Kerr lives in a one-bedroom apartment in Richmond – the same pocket of south-west London where the fictional team in the TV series Ted Lasso is based.
But in December last year, the sportswoman told Esquire Australia about her life with Mewis and their plans to start searching for an apartment together in London.
She also recently snapped up an oceanfront vacant block of land for $940,000 in the Perth suburb of North Coogee.
Kerr grew up in the area, and the 200 sqm block is located close to where her parents, Roxanne and Roger Kerr reside.
The block comes with approved plans for a three-storey townhouse and sits just behind the shore overlooking the ocean.
Kerr is currently based in London, playing for Chelsea while Mewis is based in the US, playing for Gotham FC.
KERR’S FOOTBALL APP
Last month, Kerr announced the launch of the Sam Kerr football club app.
The program, designed for girls and boys aged 3 to 14, supports young players on their sporting journey by building their football skills, their confidence, resilience, expectations and their knowledge.
Sam Kerr Football creates opportunities for owners, coaches and players to be part of a passionate and inclusive football community.
NIKE, MASTERCARD ENDORSEMENT DEAL
Kerr has been partnered with Nike for 13 years with her deal said to be worth a reported $1m annually.
The sportswear giant gifted boots to Kerr when she was 16, and she signed on with Nike as a contracted athlete three years later.
Now 30, Kerr is the global face of Nike’s Mercurial boots, alongside male star players Cristiano Ronaldo and Kylian Mbappe.
Kerr is the main feature of Nike’s Australian marketing and advertising campaigns as part of its strategic push into women’s sport and the promotion of the women’s national team.
It’s also reported she makes $600,000 per year from a deal with MasterCard.
PUBLISHED SEVERAL BOOKS
The “Sam Kerr” series includes six illustrated books about soccer for children.
In 2023, she published My Journey To The World Cup, which she details her journey from playing Aussie rules football as a kid to becoming one of the world’s greatest athletes.
PAID PARTNERSHIP WITH META
Meta unveiled in September last year celebrity AI chatbots, which featured the Matildas captain, alongside a group of other celebrities and social media influencers.
“I’ve partnered with Meta to bring you a new AI named Sally, your friend who is here to tell you when to take a deep breath!,” Kerr posted on Instagram.
“You’ll be able to chat with Sally across Instagram, Messenger and WhatsApp, just follow and DM @GoodTimeSal to get started. Meta AIs rolling out to US users in phases. Voice coming later.”
FRONTED UBER’S DONATION INITIATIVE
Kerr partnered with the Red Cross and Uber to promote their clothing drive initiative.
She encouraged her followers to package their pre-loved clothes and donate to the Red Cross shops directly, or book a free Uber package pick up.
“@RedCrossAU Shops urgently need high-quality clothing to sell. The funds raised help support people experiencing vulnerability, disaster or crisis in Australia, and overseas.
“Plus you’ll help save the planet 🌏 by reducing clothes going to landfill.”
Presenting your #FIFA23 Cover Stars:@samkerr1 and @KMbappe âï¸âï¸
— EA SPORTS FC (@EASPORTSFC) July 18, 2022
Two phenomenal forces up front.
One ultimate strike partnership.
See the full reveal on July 20 âž¡ https://t.co/yjXnlCteDRpic.twitter.com/oOWyqoqBzB
COVER OF FIFA 23
Kerr became the first female footballer to feature on the cover of a global version of the hugely popular Fifa 23 video game.
The Matildas striker is pictured alongside Mbappe on the cover of FIFA 23 Ultimate Edition.
Both players wore their club kit, Chelsea for Kerr and Paris St Germain for Mbappe, who featured on his own on the front of the 2021 and 2022 issues.
Prior to that Lionel Messi was often the cover star with Cristiano Ronaldo also featuring in recent years.
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