Athletes in two of Australia’s most popular sports, Netball and Cricket, have recently criticised multi-million dollar sponsorship deals made by the governing bodies as they don't align with their "personal" beliefs. Today we have seen SANTOS back out of its sponsorship of the Darwin festival, preempting a move by a cohort of philanthropists, artists and First Nations representatives, who were offering a $200,000 funding deal on the condition the festival cut ties with its fossil fuel partner.
In the NRL we have also had the "pride" jersey issue with Manly players boycotting a match and refusing to wear it on the field.
Here in Newcastle we have had everything from medical research groups to airlines, chicken shops, health funds, Ports, and Coal groups on the front of the jerseys and singlets of our national sides.
Where does this latest turn from athletes leave not only our professional sporting administrators but arts, culture, and entertainment industries?
Alexandra El-Shamy, one of Australia's leading sponsorship and commercial consultants, joined us to discuss the looming crisis.