Everyone is innocent until proven guilty; although sometimes today that is not the case with social media, and some media outlets. It is however how it should be, certainly when it comes to the law.
This morning Australia woke up to news that the captain of the Australian women’s football team, The Matildas, Sam Kerr, had been charged by the British Police for a “racially aggravated offence.”
Kerr pleaded not guilty to the charge of racially aggravated harassment of a police officer, prosecutors in Britain said on Monday 4th March. .
It has been alleged that following an FA Cup match in January 2023 in which Kerr scored a hat-trick against Liverpool, the Chelsea striker was involved in an argument over a taxi fare. The Police were called, and that is when the alleged incident occurred.
The trial date has been set for February 2025.
Now until that hearing no judgements should be made, however it does highlight a number of things, when it comes to marketing and publicity.
The Western Australian State Government and Football West in November of 2023 made the decision to name the State Football Centre, in which they had invested $34.55 million through the Department of Local Government, Sport and Cultural Industries (DLGSC) and the Australian Federal Government had contributed $16.25 million, the Sam Kerr Football Centre.
At the time of this announcement there were a number of wise heads who were questioning whether it was prudent to name something after an athlete whose career was still active. This is not a common occurrence, most organisations wait until that career has come to an end to ensure that they are not embroiled in any related controversy. This is also why most Halls of Fame have a clause which states that a player must be retired for a certain period of time before that player can be considered eligible for selection.
Of course, never ones to miss a publicity opportunity at the announcement were the local politicians, Western Australian Premier Roger Cook, Sport and Recreation Minister David Templeman and Tourism Minister Rita Saffioti were all in attendance.
If Kerr is found guilty in a year’s time they could be left with egg on their faces. In particular Ms Saffioti who also happens to be the Treasurer, along with Mr Templeman as Sport and Recreation minister, as funding is given out to the sport for inclusivity and also the successful Culturally and Linguistically Diverse program that Football West runs. If found guilty of what is alleged there will no doubt need to be some explaining as to how funding can be given for these programs especially if events are held at the centre.
It certainly brings into question Governance policy structures. Was this seen as a cheap publicity stunt for those in politics? Did their staff do the correct checks before this was decided upon? With the alleged offence occurring in January of 2023 was the case pending in November of the same year? The court system, as many will tell you is an extremely slow process, if it was pending then surely such a decision on naming rights should have been delayed until the outcome of the case?
Football Australia will also be watching with great interest as having hitched their own brand to Kerr’s, and invested so much in maximising that publicity, again if their captain is found guilty their own image runs the risk of also being tarnished by association. At least they have close to a year to plan a strategy to minimise any fall out should the verdict go against Kerr.
Football in general, and Football Australia have been front and centre when pushing messages about racism and inclusivity in the sport. So a guilty verdict next year would be incredibly embarrassing to all concerned. After all one of the messages that they have promoted is “zero tolerance.” Again they have a year to plan what that may look like should the verdict go against Kerr, who again at this point in time innocent.
One question is when did Football Australia know about this matter? Most international player contracts have a clause advising them that if they are involved in such an incident they are obliged to advise the governing body. Was that in her contract? If it was did she adviose the powers that be as it appears those at the top knew nothing about it.
This is why such strategies where a sport rides on the coat-tails of a star’s popularity are always dangerous. It is one thing to pay players a fee for image rights, but rarely is there a clause whereby they are liable if they do something that could damage their club or national team’s image. When all is good it is fantastic, but all it takes is one incident in today’s world and both parties can suffer irreparable damage.
Popularity with the dawn of social media has sadly become so important. It is all about being linked and seen to be linked to successful or popular people. However, that comes with risks attached to it, and everyone needs to understand that. Sometimes trying to distance yourself from someone after the fact is not enough.
London’s Metropolitan Police have enough on their hands on a daily basis, so they must have felt that this warranted being taken to court. Unfortunately for all concerned they will have to wait a year for the matter to be resolved.
No doubt many in government, in football, and members of the Australian public will be hoping that Kerr is as per her plea, found not guilty.
