Mitchell Johnson: Are short-term gains worth long-term harm? No easy answers in sport sponsorship debates

The topic of sports team sponsorships has gained a lot of traction over recent years, particularly with the involvement of gambling sponsors in Australian sports. It’s an issue that has sparked debate for quite some time. A recent article highlighted which states have pursued lucrative partnerships with gambling companies. During my time with Cricket Australia, this was a recurring point of discussion during our annual meetings with officials and marketing teams. We would discuss how the choice of sponsors, such as fast food companies and gambling brands, affects the image of our team. When these sponsors are prominently displayed on jerseys and around stadiums, they can significantly shape public perception. Ultimately, players are there to do their job — play the sport — while sponsorship decisions are made at a higher level. Recently, we’ve seen athletes express their views on sponsorships that bring in substantial funding. The Australian netball team is a notable example, their stance prompted my thoughts about other sports that also require sponsorship support and would really benefit from their financial support. This raises an important question: Should athletes have a voice in these negotiations? It’s likely that not everyone on a team will share the same opinion. Would athletes be willing to take pay cuts if it meant avoiding certain sponsors? While I understand the concerns surrounding gambling and fast food sponsorships, particularly regarding their influence on youth and adults struggling with related issues, these situations can also be used to teach balance and make informed choices. Kids are impressionable, but as parents or guardians, we have the responsibility to guide them into making healthy decisions. I believe there should definitely be less emphasis on billboards and signage promoting gambling at sporting venues. As an athlete, it’s quite an odd situation to have gambling sponsors when betting on the very sport you compete in is illegal. We’ve seen numerous athletes face severe consequences for placing bets on games they were part of, which raises a lot of questions about the ethics of having such sponsors. The primary benefit of these sponsorships is financial — a bigger paycheck for teams and clubs or perhaps individual players. However, we have to consider the mixed messages this sends. While athletes might enjoy the immediate financial gain, it doesn’t align well with the integrity of the sport or the values we want to promote, especially to young fans. For many, the presence of gambling sponsors could negatively impact how the sport is perceived and could potentially encourage unhealthy behaviours. Ultimately, it’s worth considering whether the short-term financial benefits of these sponsorships outweigh the long-term implications for athletes, the sport, and its supporters. It’s an interesting debate, whether the presence of sponsors truly impacts fans — especially younger ones. Most kids are likely to be drawn more to the team logo and colours than the sponsors they see on jerseys or merchandise. In many cases, it does come down to home life and the values instilled by parents or caregivers, which play a significant role in shaping how children view these influences. It would certainly be appealing to have a cleaner, more positive image with sponsors, but defining what constitutes a “good” sponsor is complex. For instance, there are mixed opinions on companies like Subway. Some people view it as a healthier option, while others may question its overall nutrition. The challenge lies in determining who decides which sponsors are appropriate and how to handle disagreements among players. In a perfect world, one might wish for fewer sponsorships from gambling, alcohol, or similar industries, and that’s something many people advocate for. However, the reality is that sporting teams need sponsors to thrive, and it often falls to the marketing teams to navigate these decisions. They face the tough task of balancing financial needs with the team’s image and values, which can be tricky. Ultimately, there’s no simple answer, and each team will have to make choices that reflect their priorities and the values of their fan base.