Rugby: After 30 years as the major sponsor of the Wallabies Qantas is ending its deal

Australian rugby’s year from hell just got a whole lot worse after Qantas’ decision to end its 30-year sponsorship of the Wallabies.

New Wallabies Head Coach Dave Rennie next to a Qantas adornd jersey. (AAP Image/Bianca De Marchi)

Any sports league is built on three key pillars — a lucrative broadcast deal, a long-term major sponsor and a huge star to act as the face of the game.

In the past year and a half Rugby Australia has lost all three.

Israel Folau was first to go — with a multi-million dollar payout to boot. Then broadcast partner Foxtel opted not to extend its deal.

Now, in the latest blow to the Wallabies and the game in general, major sponsor Qantas has cut ties with the code after a 30-year partnership.

The national airline will end its financial support of the code in December due to spending cuts because of COVID-19 which has included massive job losses.

Support for Cricket Australia (CA) and the Football Federation Australia (FFA) by Qantas will also be reduced but the Wallabies will suffer the major pain.

Rugby Australia interim CEO Rob Clarke said Qantas’ decision was “disappointing” but also ”understandable”.

“There aren’t many 30-year partnerships in Australian sport, and I want to thank Qantas for everything they have done for our great game,“ Clarke said.

“Alan (Joyce) and his team have been transparent and collaborative in their discussions with us and they have now given us the opportunity to prepare for 2021 and beyond.

“While we have all felt the effects of COVID-19, Rugby in Australia is entering a very exciting new chapter.”

🎮 Wallabies 2k20. pic.twitter.com/38QJn8Hlq8

— Wallabies (@wallabies) September 22, 2020

Both CA and the FFA will still receive “in kind” benefits such as free flights and marketing, but Qantas will not pay any sponsorship fees for the next 12 months.

Qantas chief customer officer, Stephanie Tully said: “In an environment where thousands of our people have lost jobs and thousands more are stood down while they wait for flying to restart, we can’t maintain these sponsorships in the way we have in the past.

“While we’re dealing with this crisis and its aftermath, the cash cost of our sponsorships has to be zero.

“Without exception, our partners have been incredibly understanding of the situation, particularly as most are facing their own COVID challenges.

“Qantas has had a very long association with Rugby Australia and the Wallabies ... Unfortunately, this pandemic has been the undoing.”