Sponsor feels ‘muzzled’ by Rugby CEO’s letter on Israel Folau

Rugby sponsors complain of being muzzled as Raelene Castle pleas for their help to shift the Folau saga “out of media cycle’’.

Star player Israel Folau. Picture: Getty Images

Rugby Australia chief executive Raelene Castle has issued a group letter to sponsors pleading for their help in shifting the ­Israel Folau controversy “out of the media cycle”, leaving at least one key sponsor complaining it is being muzzled.

The letter has also attracted criticism from crisis management experts, who say the letter has “kicked the story on”.

In an emailed group letter to sponsors, Ms Castle admitted: “This has been very challenging for us all and I greatly appreciate your support and allocation of time to deal with this matter. There are lots of learnings for us all.”

But it is the blanket media coverage of Folau that appears to be the ultimate focus of the emailed letter.

Having outlined Rugby Australia’s reasons for not sanctioning Folau over his comments on social media about homosexuality, Ms Castle told the sponsors: “We believe an important outcome of the next steps is to move this issue out of the media cycle. We understand you have been contacted by media and ­appreciate your support.”

One key Rugby Australia sponsor has been angered by Ms Castle’s email, claiming it is an attempt to gag rugby’s corporate partners.

“They’ve just poured kerosene on the fire. It all seems to be very stage-managed rather than caring about the (game’s) stakeholders, and they’re trying to manage what we say,” the sponsor said.

 

Veteran crisis management expert Ian Kortlang said Rugby Australia had taken the wrong approach.

“How does this look on the front page of The Australian? ­Really bad actually. They’ve kicked the story on, and it’s got more oxygen,’’ he said.

The sponsor said the Rugby Australia letter “seemed more concerned with the media cycle than the right thing to do”.

“They’re trying to control the media and the stakeholders,’’ the sponsor said. “There’s no free speech for the stakeholders, but it’s OK for ­Israel. They want us to move this out of the media cycle, but I felt it was very weird to say ‘We ­appreciate your support’.

“It felt like something they would send to the players, rather than trying to control their ­sponsors.’’

The sponsor said it had not been phoned by Rugby Australia.

“It’s totally spin. I think ­Graham Richardson said the mob figures you out in the end.”

A second sponsor said: “We’ll take it (the letter) with a grain of salt. We’ll handle the media how we choose to handle it.”

Another sponsor said: “They’re making themselves the news.”

Mr Kortlang said attempting to gag sponsors only ensured the opposite outcome.

“They’re saying to corporates: ‘Please stay quiet.’ But people hate you saying: ‘We’re gagging you’.”

He also said the strategy of sending an email to sponsors was wrong.

“You meet somebody and thank them for their understanding. You don’t send them an email written in the PR office. It’s not like they have 800 sponsors. You should just make it personal,’’ Mr Kortlang said.

He advised Rugby Australia to turn a negative into a positive with sponsors.

“I think you take each of your key sponsors to lunch individually, and you talk them through it. You have Raelene do it, and they would say it’s fantastic you reached out,’’ he said.

Another leading crisis management specialist, who did not wish to be named, also criticised Rugby Australia’s handling of the matter, saying the letter to sponsors was not outlining a clear message on where Rugby Australia stood.

The emailed letter mentioned Rugby Australia would “educate” staff on its inclusion and social media policies, but it also emphasised that Folau did not “intend to upset people”.

The crisis expert said Rugby Australia needed to unequivoc­ally back its decision to support Folau.

“We’re not in communist China. People would say fair enough. Instead, Rugby Australia is tiptoeing around with clogs on,’’ the crisis expert said.

Several sponsors this week ­privately aired concerns that the body has lost “control” of Folau.

The maker of the Wallabies’ official sports drink, SOS Hydration, said it would withdraw its support from Rugby Australia.

Major Wallabies sponsors Qantas and ASICS have also expressed concerns to senior rugby officials about Folau’s views.

However, one key Wallabies partner, Taylors Wines, said rugby needed to be “inclusive for everyone, whether you have ­religious beliefs or support same-sex marriage”.