Ugly question hanging over Sam Kerr’s career after racial harassment trial in UK court

After the dust settles, Sam Kerr could be facing an even bigger mountain to climb after her dramatic legal saga.

Sam Kerr faces an uncertain future.

On Tuesday in a London court, Kerr was found not guilty on one charge of racial aggravated harassment, but the trial itself has sparked a wave of scrutiny for the 31-year-old. She must now overcome the mountain of negative attention to keep her career glittering as it was before the hubbub.

Questions about her lasting reputation, her endorsements, and leadership role within Australian football have hung over her head for over a year as the football world awaited her trial.

Kerr finally fronted court in the UK this month for allegedly racially harassing a police officer after a night out in January 2023.

The football star allegedly called Metropolitan Police officer PC Stephen Lovell “stupid and white” during an altercation at Twickenham police station.

The case initially appeared closed when the Crown Prosecution Service (CPS) opted not to press charges due to insufficient evidence.

But that all changed in December 2023 when PC Lovell submitted a second statement, claiming Kerr’s remarks left him “shocked, upset, and humiliated.”

The CPS then reversed its decision, leading to Kerr being charged with racially aggravated harassment.

She pleaded not guilty, maintaining that her comments were about power and privilege, not race.

The trial at Kingston Crown Court has seen bodycam footage played in court, which was met with a polarised reaction from fans.

Those who stand with her believe the case has been blown completely out of proportion, while her critics have swarmed to label her “petulant” as soon as the footage made the rounds.

When questioned, Kerr expressed remorse and attributed her behaviour to fear and intoxication.

She also stated she felt racially discriminated against by police, which adds yet another layer of complexity to the case.

Body cam footage of Kerr and partner Kristie Mewis have not reflected well.

Potential career fallout

Beyond the legal implications — which include potential jail time under the UK’s strict new hate speech laws — the financial repercussions could be severe.

With a $1.5 million contract at Chelsea, a $1 million endorsement deal with Nike, and a reported $600,000 per season deal with MasterCard, Kerr’s brand is deeply tied to her image as a strong ambassador for female sport.

In 2022 alone, Kerr reportedly earned $3.34 million, making her one of the highest paid athletes in Australia.

For elite athletes, public image directly translates into financial success. If sponsors perceive a risk to their reputation, they may distance themselves.

While Kerr has not yet faced public action from her sponsors, history suggests brands often act quickly in response to controversy.

Public relations expert at InsideOut PR Nicole Reaney told news.com.au the case will no doubt be challenging for Kerr in the short term, but what is most important is how she works to put the saga behind her to rehabilitate her image.

“It will likely impact her image at least for the short term, but how she plays out her public life next will determine how her profile will repair,” Reaney said.

She also suggested that because Kerr is female, the media attention will likely be stronger.

“Sam and her team brought women’s football to the forefront. She inspired many females - from young girls to women - in many ways,” she continued.

“Her reputation shouldn’t suffer differently to male athletes but the media attention on her is likely to be stronger.”

As for endorsements, Reaney believes some brands will be pressured by consumers to cut ties, but most will gauge the public’s response before making executive decisions.

Her advice to Kerr in the fallout of the case was to simply “lay low”.

“Focusing on a positive personal image is pivotal right now,” Reaney said.

Sponsors and football officials will be watching closely to determine their next moves. (Photo by Chris Hyde/Getty Images)

Several high-profile athletes have seen their reputations take serious hits after legal battles, regardless of the verdict.

While the accusations levelled against these players vary wildly in severity compared to Kerr’s, it is clear brands take a very hard-line approach when it comes to bad publicity.

For instance, when Cristiano Ronaldo faced allegations of sexual assault in 2018, he lost some key partners following the global storm.

Though he denied all claims and the case was later dropped, some sponsors re-evaluated their partnerships with the global star, including EA Sports temporarily removing him from FIFA promotional materials.

Tiger Woods saw sponsors including Gatorade, Gillette, and Accenture pull away following personal controversies in 2009, which demonstrated how even the most dominant athletes are financially vulnerable to bad press.

Kerr was found not guilty of racial aggravated harassment, but the trial itself has already put her in an uncomfortable position.

Even if she is cleared, the damage to her image may take time to repair. Sponsors and football officials will be watching closely to determine their next moves.

Amid the gloom, Kerr has received strong support from prominent figures Down Under. Australian Sports Minister Anika Wells threw her weight behind her in the hours before the verdict was handed down.

While Wells declined to comment on the specifics of the trial, she publicly supported Kerr and implored Aussies to get behind their star.

“I think it has been a rocky road for Sam and her partner,” Wells said.

“The more we find out about that incident, I think the more we can understand why they’ve acted the way that they have.”

“Being an ex-lawyer myself, I would never seek to interfere or comment on a court trial process while it’s in action. But I think … Sam certainly has Australia behind her.”