Sanitarium has officially severed ties with Australian cricketer and captain Steven Smith in the wake of the ball tampering scandal.
Meanwhile, Smith was a Weet-Bix brand ambassador, a prestigious brand association for Australian sports stars.
“Weet-Bix ambassadors represent our brand values of trust and integrity, and they speak to everything that is good about being Australian,” Sanitarium Australia executive general manager Todd Saunders said.
“Their role as a ‘Weet-Bix Kid’ is to inspire millions of Aussie kids to be the best they can be. Based on the ball tampering incident and the findings of Cricket Australia’s investigation, we are unable to continue our relationship with Steve Smith. We recognise the immense pressure and the consequent health and wellbeing impacts this incident has had and will continue to have, on the players concerned and on the broader Australian Cricket Team. As such, Sanitarium has offered support to Cricket Australia to ensure that player wellbeing is a priority at this time,” he added.
Meanwhile, earlier, the company pulled off marketing material that featured Smith. Although, they waited for Cricket Australia’s verdict, who sanctioned the three culprits.
Steven Smith and David Warner got a 12-month ban while Cameron Bancroft got a nine-month ban. Both Smith and Bancroft can’t lead any Australian team in the next two years while Warner was debarred from captaincy forever.
Sanitarium joins a growing queue of sponsors that are reassessing their commercial support to Australian players.
Meanwhile, LG and Asics have already dropped Warner, Asics also dropped Bancroft. Further, Magellan has pulled stumps, as naming rights sponsor of the international cricket.