HomeAFLCollingwood Face Long-Term Sponsor Confidence

Collingwood Face Long-Term Sponsor Confidence

Collingwood Face Long-Term Sponsor Confidence

[mkdf_dropcaps type=”normal” color=”#f55549″ background_color=””]I[/mkdf_dropcaps]n the aftermath of the resignation of their club president, Eddie McGuire, Collingwood Football Club are now faced with the responses of their major sponsors.

The Magpie’s four major sponsors – Emirates Airlines, CGU Insurance, La Trobe Financial, and Nike – were all called on by Indigenous leaders to make statements that reject racism in a “clear and unequivocal” way.

Since McGuire’s departure, CGU Insurance has announced that it will redirect $1 million of its sponsorship payments in 2021 to initiatives designed to promote and improve race relations.

They will also end their sponsorship of Collingwood at the conclusion of the 2021 season, expressing their concerns in a statement.

“We are deeply concerned and disappointed by the findings of the Collingwood Football Club ‘Do Better’ report, and we’ve made it clear to the club that the report’s recommendations must be implemented as soon as possible,” a CGU Insurance spokesperson told The Age.

“We are still in the process of confirming which programs and initiatives we will support, but it will include supporting First Nations and ethnically diverse organisations. We will provide more details when they are confirmed,” the spokesperson said.

According to industry sources via The Age, Nike is also reconsidering their sponsorship of the Magpies.

The sportswear giant is said to be watching the situation closely, to see what actions are taken by the club after McGuire’s resignation.

Collingwood’s response to the 18 recommendations from the ‘Do Better’ report will be key in maintaining Nike as a major sponsor.

Emirates Airlines have not suggested that they will alter their sponsorship, however, made a statement recently.

“Emirates condemns racism and discrimination and we are pleased that Collingwood Football Club are proactively adopting changes as per the recommendations identified in their report,” a spokesperson said.

La Trobe Financial is yet to comment.

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