In what could either be the best idea or the worst idea in sponsorship history, AshleyMadison.com has offered to sponsor the Cronulla Sharks in a deal worth $11 million.
Ashley Madison, for those of you who don’t spend your days browsing through porn, is an online dating service that likes to spruik the joys of extra-marital relationships. Their tagline? “Life is short. Have an affair”.
Not sure if that is the best thing to have printed across the front of a Sharks jersey. It might lead to some very awkward questions from parents and their internet savvy kids.
This will be the second time the company has tried to hop on the good foot and do the bad thing with the Sharks, being rejected back in 2012. Back then the Sharks had been worried about the partnership damaging their brand. Though now, with their brand pretty much as damaged as it’s going to get, the deal might not look so bad.
The deal would see Ashley Madison drop an initial $1 million into the club for the fine imposed on the Sharks by the NRL in return for front of jersey naming rights. It would also drop a further $10 million over a ten-year period for stadium rights. As the only club in the NRL not to secure a major backer, upper management will have their panties in a knot over this one.
For obvious reasons, this would be a bad idea for the Sharks. But spare a thought for all those people using the dating service. Paul Gallen’s head is probably the last thing you want to see when you jump online.
Photo: Mark Kolbe via Getty