Earlier this year, Cricket Australia sponsors were "shocked" and "disappointed" after the Australian test cricket team was found guilty of ball-tampering, according to Josh McDonnell of AD NEWS. Some sponsors "made a swift exit." CA Exec GM of Media, Communications & Marketing Ben Amarfio said that he is "confident that the brand's reputation remains intact." At a time when it could be argued that the organization was "on its knees," Amarfio said that "the proof of the brand's health is reflected in its sponsors." He added, "Through this really rough period we've signed Woolworths, Alinta Energy and Domain. That's three of the biggest brands in Australia, which have contributed tens of millions to the sport. If brands are still willing to come on board and invest in the sport when we are apparently at our lowest, that's a pretty good barometer." Having said that, Amarfio said that CA had to have some "seriously tough" conversations with "both new and older partners." As part of the rebuilding process for CA, "cultural reviews were put in place and sponsors were vocal and had direct input" into how these reviews would be structured. Amarfio: "They had some strong messaging for us but it was nothing that we weren't feeling." As for consumer confidence, CA is not "worried." Research from "just 10 days after the ball-tampering scandal" highlighted the fan sentiment around the sport and its sponsors. Amarfio said, "We did some research within 10 days of South Africa just to understand the public sentiment and the results, of which we were nervous about getting back, and we were left amazed at the resilience of the fans and the love for the sport" (AD NEWS, 7/10).
