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Marketing and Sponsorship

Sonny Bill Williams To Receive Special Jersey Without Logos Of BNZ, Investec

Super Rugby side Blues player and New Zealand int'l Sonny Bill Williams "is on the brink of getting a dispensation to wear a special jersey without the logos of two of the Blues' and New Zealand Rugby's most significant sponsors on it," according to Patrick McKendry of the NEW ZEALAND HERALD. The Blues midfielder "hit headlines around the world after covering up the BNZ logo on his collar" before playing his first match for the team on Saturday. Williams, a practicing Muslim, "will be given a jersey without the BNZ and Investec logos, and probably for the Blues' next match against the Hurricanes at Eden Park on Saturday." The dispensation "will also apply to the Blues' training kit," with Williams on Tuesday wearing a "borrowed Blues' sweatshirt which covered said sponsors." One of the "main reasons for the delay in the resolution of what has turned into a high-profile controversy" -- with even PM Bill English voicing his opinion on it -- "is the fact that specialist bank Investec, which lends its name to the Super Rugby competition and Rugby Championship, is based in South Africa and the time difference means it has yet to sign off" on Williams' dispensation. BNZ "is said to be relaxed about the issue, and a similar stance by Investec is seen as a virtual fait accompli" (NZ HERALD, 4/11).

LASTING IMPACT?: In Auckland, Gregor Paul opined it is "worth pointing out that every professional player in New Zealand has a conscientious objection clause in their contract." The clause has been a "long-term staple of the employment relationship between players and the New Zealand Rugby Union." In truth, "few players feel strongly enough about the morality or ethics of the companies who have invested in rugby to take a stand." But Williams "obviously feels more strongly about this than his peers." The question "will be whether he has set a precedent." It is "unlikely that he has." His teammates "respect his stance and depth of beliefs" but do not share them. None have "legitimate religious grounds to object the way he has and ethical objections are harder to lodge and come with the obvious risk that if significant numbers of players start covering up logos," future sponsorship income is "going to be compromised" (NZ HERALD, 4/11).

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