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Marketing and Sponsorship

Two Sponsors Including My Food Bag Terminate Partnerships With Super Rugby Chiefs

Super Rugby side Chiefs "have lost two major sponsors after they were issued a formal warning regarding allegations of sexual assault," according to the NEW ZEALAND HERALD. Chiefs CEO Andrew Flexman said that two sponsors "had decided to terminate their agreement with the Chiefs because of the scandal" but would not confirm who they were. Last month, allegations were made that members of the Chiefs rugby team "inappropriately touched, licked and threw alcohol and gravel at a stripper." My Food Bag has confirmed it has "pulled its sponsorship of the team in light of its antics." My Food Bag Founder & co-CEO Cecilia Robinson said that the team's "conduct at the post-season event was insupportable and does not reflect the values of My Food Bag, its staff or the thousands of families that my food bag serves each week." Robinson said that the company will "donate the remaining Chiefs sponsorship fees" for '16 to the Women's Refuge. Chiefs main sponsor Gallagher Group Corporate Services Exec Margaret Comer said that she is "pleased with the outcome of the investigation." She confirmed the company "will continue to sponsor the Chiefs and it had no plans to end their partnership" (NZ HERALD, 9/7). STUFF's Audrey Malone reported Lion Nathan Category Marketing & Sponsorship Dir Ben Wheeler said that the behavior by the Chiefs "was not acceptable and disappointing." However, the company will continue its sponsorship through its beer brand Waikato Draught. University of Waikato sponsors the U19 team and "will continue to do so," according to media & communications advisor Ann Huston. She said, "The under 19s aren't the ones with the issue, are they." Fuji Xerox and Generation Homes "were continuing their partnership with the rugby franchise." AON "has refused to comment" (STUFF, 9/7).

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