Sam Kerr is at risk of a ‘quite dramatic drop’ in lucrative brand deals following news of her alleged racist harassment of a police officer, a sports marketing expert has predicted.
Kerr, the highest-paid female athlete in Australia and one of the most marketable female stars in the world, was charged with racially abusing a police officer in London, with a court setting a trial date for February 2025.
She pleaded not guilty and will be the subject of a four-day trial next year.
And according to Dr Tom Heenan, lecturer in sport and Australian studies at the Monash Intercultural Lab, Faculty of Arts, Kerr – who reportedly earned $3.3 million last year – could be in for even more seismic paydays.
“There will be a marketing spin-off from this, her reputation has been damaged, especially as the Matildas have been placed on such a high pedestal, the fall will be quite dramatic,” he said. News Corp.
Sam Kerr is threatening a ‘quite dramatic drop’ in the number of brand deals, according to an expert
The Matildas and Chelsea star has earned deals including EA Sports’ FIFA23 game
‘The other aspect of this is that Kerr is out of the game (she is recovering from a knee operation that will sideline her for several months) and there has been a rise in the profile of the other players.
‘The Women’s World Cup did a lot to emphasize that this was a team, and not just Sam Kerr.
“I think the team’s reputation will remain intact, but Kerr’s reputation will suffer.”
Kerr has a $1.5 million contract with English club Chelsea and is expected to sign a new contract soon. She also has a $1 million deal with Nike and was on the cover of the video game FIFA23 with Kylian Mbappe.
She has also won endorsement deals from the Commonwealth Bank and LEGO.
Ny Breaking Australia has contacted both companies, plus Nike, for comment.
Dr. Heenan added that a host of factors, besides the lawsuit, could work against Kerr.
‘You have the double whammy; the accusation of racism, and that it was allegedly directed at a police officer,” Dr Heenan said.
‘The Olympic campaign (Paris 2024) without Kerr will wear on the team’s reputation, especially as they go deep into the tournament, and so the Kerr story will be taken out.
‘If Kerr does not play, the damage caused to her reputation will continue.’
But an expert claims her ongoing lawsuit could cause her to lose lucrative deals
Kerr has collaborated with LEGO (above) and Commonwealth Bank, as well as Nike
The 30-year-old, who wore a white T-shirt under a black suit jacket as she appeared at Kingston Crown Court via videolink, spoke only to confirm her identity and enter a not guilty plea to the charges.
She was told she was required to take part in a four-day trial scheduled for February next year, during which two police officers are expected to testify.
Convictions for harassment in Britain can include a prison sentence of up to two years if the offense is racially or religiously aggravated.
The Matildas and Chelsea forward is accused of using abusive, threatening or insulting words that caused alarm or distress to PC Lovell during an incident at Twickenham on January 30 last year.
While the full details surrounding the alleged crime remain unclear, a spokesperson for the Metropolitan Police revealed what led to the incident in question.
“The charge relates to an incident involving a police officer responding to a taxi fare complaint on January 30, 2023 in Twickenham,” he said.
‘She was charged on January 21 with a racially aggravated offense under Section 4A (of the) Public Order Act 1986.’