12 Jul 2016 04:01am
Holden won't sever ties with Collingwood, instead redirecting the majority of its multi-million dollar sponsorship towards women's initiatives, following the recent uproar over sexist comments made by Pies chief Eddie McGuire.
Holden won't sever ties with Collingwood, instead redirecting the majority of its multi-million dollar sponsorship towards women's initiatives, following the recent uproar over sexist comments made by Pies chief Eddie McGuire.
As reported by Sponsorship News, Holden last month threatened to pull its major deal with the AFL powerhouse after McGuire joked he would pay $50,000 to charity to see senior Fairfax journalist, Caroline Wilson held under water.
While Collingwood sponsors including CGU, Emirates and La Trobe Financial all expressed disappointment in the comments, Holden was the only major sponsor to seriously consider ending its partnership.
Holden, which sells two hundred cars to Holden members and fans per-season, is understood to have been furious with McGuire's comments, and Holden chair and managing director, Mark Bernhard, said he gave serious thought to severing ties with the club.
However, the car brand has instead decided to commit more than 50% of its sponsorship funds towards Collingwood's raft of women's and social initiatives – which will see more than $1m annually flow to programs such as a new domestic violence campaign, led by Rosie Batty.
Holden will also become a major sponsor of Collingwood's national women's league team and its women's ambassador and women's grassroots programs. It will also support the team's existing equality and diversity programs and the 'Magpie's Nest', a safe housing program for homeless people.
In a statement today Bernhard said it was important to separate McGuire's comments from its strong record in equality and women's issues.
"Myself, and the entire Holden team, remain firm in categorically rejecting the comments made by Mr McGuire…However, our partnership is with Collingwood and the club has a strong record of championing diversity and inclusion," he said.
"The easy thing to do would be to walk away from Collingwood, the hard road is to stick together and work side-by-side to… drive meaningful change."