QANTAS: Dumps cash Sports and Arts sponsorship, keeps ‘in-kind’ support, because – COVID-19

Qantas has terminated its position as principal sponsor or Rugby Australia and maintained only its ‘in-kind’ support for 4 other sporting organisations including Cricket Australia, the Football Federation Australia, the Australian Olympics Committee and Paralympics Australia.

‘In an environment where thousands of our people have lost jobs and thousands more are stood down while they wait for flying to restart, we can’t maintain these sponsorships in the way we have in the past. While we’re dealing with this crisis and its aftermath, the cash cost of our sponsorships has to be zero.’

Stephanie Tully, Qantas Chief Customer Officer

Qantas had a 30 year relationship with Rugby Australia, so this will come as a blow to the hard-spending, hard-hit by COVID-19 sporting organisation.

Arts and community organisations too

With many arts and community organisations doing it tough too, this will come as a blow to the industries.

‘Sadly, we will have to end several of our arts and community sponsorships, but we’ve agreed to maintain a connection with a number of them, including the National Gallery of Australia and Museum of Contemporary Art in the hope there are projects we can work on together in future.’

Tourism support remains

Qantas will retain some support for tourism and indigenous endeavours on the road to a recovery in the industry as state and eventually, national borders are opened and international travel returns.

2PAXfly Takeout

The aviation industry has a difficult road ahead when it comes to sustainability. It’s going to require a relative revolution in technology, with ‘electric planes’ or hydrogen planes, or some form of jet engine that doesn’t require a carbon based fuel. And that is going to require the development of an alternative to jet engines probably.

It’s a big ask. It will take time to develop.

This move to home grown and manufactured SAF is a first step – maybe even a baby step in a very long road of innovation. In the long run, US$200 million won’t even touch the sides.

I’m not really a sports fan, so although I have some sympathy for those who will lose their jobs because of this, I can’t say that it affects me personally.

I am a much greater consumer of arts activities and a proud member of the LGBTI+ community. My sympathy leans to the arts and community sectors, where creators predominantly work as freelancers and earn a hand to mouth existence.

Qantas has been a great supporter of the arts as long as I can remember. You can read about some of their other support programs here.

These are terrible times, and while understanding the need for corporates like Qantas to tighten their belts, and lay off people, I do mourn the withdrawal of their sponsorships of both sporting, arts, community, indigenous and tourism bodies.

I hope Qantas will redouble its efforts once its fortunes improve. I’ll be doing my best to support you next week with two flights.

Damn you COVID-19!