Sonia Kruger is a ‘liability’ for the brands she represents and several deals now hang in the balance

BESIEGED TV star Sonia Kruger’s “extreme” views on Muslims could cost her big. Her lucrative deals hang in the balance.

BESIEGED television star Sonia Kruger is at risk of losing lucrative endorsement deals over her controversial comments about Muslims.

In addition to hosting duties on Today Extra and The Voice, Kruger is the face of a number of prominent brands, including Target, Porsche and Swisse, who are now reviewing their relationship with her.

“The unfortunate comments Sonia made are not in line with Porsche’s values in Australia, or our values globally,” spokesman Paul Ellis said.

Sonia Kruger’s lucrative relationship with Porsche Australia could be under threat in the wake of her controversial comments about Muslims.

“We will take the situation into consideration and assess our relationship with Sonia, and what we may do about it.”

Ellis was keen to point out that the Channel Nine personality was not an ambassador for the wider Porsche Australia brand, but a face of its Woman With Drive campaign.

“Let me be clear though, we don’t support her comments,” he said.

Sonia Kruger has been in the firing line since declaring that Muslims should be stopped from coming into Australia. Picture: Supplied

Advertising expert Dee Madigan, executive creative director of Campaign Edge, said organisations associated with Kruger would be worried in the wake of the controversy.

“She’s absolutely a liability for them, in the short term at least,” Madigan said.

“Brands choose someone like Sonia Kruger because she doesn’t really stand for anything. She’s quite harmless, she’s nice and she’s non-offensive. But she’s gone totally out of safe territory.”

Kruger’s appeal as a potential face for products and companies was now under threat, Madigan said. Those with a current contract would be monitoring the fall out closely.

“Her whole brand is the inoffensive nice girl and she’s managed to offend a whole lot of people this week. She’s gone off brand and that’s very damaging.”

Sonia Kruger (right) with fellow Target brand ambassadors Nicole Trunfio, Fiona Falkiner, Dannii Minogue and Jessica Mauboy at the Melbourne Fashion Festival. Picture: Jake Nowakowski

Target, who recently used Kruger in an extensive advertising campaign, also moved to distance itself from her polarising remarks.

“In response to the recent comments from Sonia Kruger, we would like to stipulate that these views are hers only and do not represent those of Target Australia,” a spokeswoman said.

The company wouldn’t be drawn on whether it would review its relationship with the presenter.

Pop star and TV personality Dannii Minogue, who featured alongside Kruger in the Target TV and print campaign, and joined her on the catwalk at Melbourne Fashion Festival, is a prominent ambassador for the Jeans For Refugees initiative.

Sonia Kruger with Dannii Minogue, Jessica Mauboy and Fiona Faulkner. Picture Norm Oorloff

A representative for Minogue declined to comment on the now awkward association.

Public anger continues to grow over her “extreme” remarks on Monday, including a call for Muslims to be banned from entering Australia.

A tearful on-air clarification yesterday failed to smooth things over, with a petition calling for her to be sacked attracting 4,000 signatures in 48 hours.

Channel Nine remains silent on the issue and Kruger has gone to ground, refusing to talk to the press and staying away from her social media accounts.