Marketing spin-off set to hit Kerr hard following racism allegations

Sam Kerr was Australia’s hero of the 2023 World Cup campaign, but the allegations of racism will stick to her reputation, impacting her marketability according to a leading expert.

LONDON, ENGLAND – DECEMBER 10: Sam Kerr of Chelsea during the Barclays Women´s Super League match between Arsenal FC and Chelsea FC at Emirates Stadium on December 10, 2023 in London, England. (Photo by Visionhaus/Getty Images)

Sam Kerr’s multimillion dollar brand will suffer irreparable damage from the racism allegations she faces in the British courts, a sporting expert has declared.

One of the most marketable female athletes on the planet, Matildas captain Kerr is facing the biggest scandal of her career after being charged with racially abusing a police officer in London, with the case set for a four-day trial in February 2025.

“There will be a marketing spin-off from this, her reputation has been damaged, particularly because the Matildas have been put on such a high pedestal, the fall is going to be pretty dramatic,” said Dr Tom Heenan, lecturer in Sport and Australian Studies in the Monash Intercultural Lab, Faculty of Arts.

“The other aspect of this is that Kerr is out of the game (she is recovering from knee surgery that will sideline her for several months) and there has been a rise in the profile of the other players.

“The Women’s World Cup did a great deal to emphasise that this was a team, not just Sam Kerr.

“I think the reputation of the team will stay intact, but Kerr’s reputation will suffer.”

Sam Kerr will front court next year. (Photo by James Worsfold/Getty Images)

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 FIFA23 game alongside Kylian Mbappe.

But Dr Heenan believes sponsors will be steering clear of Kerr until her matter is heard.

“You’ve got the double whammy; the allegation of racism, and that it was allegedly against a police officer,” Dr Heenan said.

“The Olympic campaign (Paris 2024) without Kerr will carry the reputation of the team, particularly if they go deep into the tournament, and so the Kerr story will be taken out.

“Without Kerr playing, the damage done to her reputation because of this, will stick.”

The alleged incident occurred in January 2023, when police were called to a dispute about a taxi fare in Twickenham.

Kerr was charged via a “postal charge requisition” on January 21 this year “with a racially aggravated offence under Section 4A Public Order Act 1986”. But her bosses at Football Australia, including chief executive James Johnson and Matildas coach Tony Gustavsson, said they only learned of the charge when media broke the news on Tuesday morning.

Sam Kerr on the cover of FIFA 23.

Australian football legend Robbie Slater said: “You can’t blame Sam Kerr if it’s taken a year for a charge to come. I don’t understand why it’s taken one year.

“Once she was charged you’d think Football Australia should’ve been informed straight away.

“Why they weren’t is a question for her adviser and for Sam.

“She is an iconic figure of the Matildas – they should’ve been informed.

“This doesn’t suggest she is guilty, she has pleaded not guilty and deserves the presumption of innocence.

“But if you get charged the first thing should be to inform your employer.

“I can’t imagine Football Australia would be happy.

“From a football perspective, she won’t make the Olympics with injury but at some point she will come back and this will be hanging over her head for over a year.

“That will be tough to deal with in itself. I find that extraordinary.”