Heeney Dropped by Sponsors as Swans Stand Down Five Players for Season
Isaac Heeney has been stripped from commercial promotions by multiple sponsors and business partners after the Sydney Swans ended his season — and that of four teammates — for breaching club standards.
Colgate suspended its partnership with the Sydney midfielder pending the completion of a Victoria Police investigation. Telstra went further, stepping back from ambassador activity involving both Heeney and teammate Chad Warner while the investigation is ongoing, with a review of their arrangements flagged once it concludes (The Guardian).
5th Quarter Camps, a football coaching business co-owned by Heeney and GWS captain Toby Greene, removed Heeney's name and image from its promotional materials and stood him down from upcoming camps. The children's book series Little Isaac Footy Fever, co-written by Heeney and released on 4 August, was pulled from sale at Melbourne bookstores Readings and Gleebooks. Publisher Allen & Unwin paused promotion of the series and will not publish a third planned book until the police investigation concludes.
The commercial fallout traces back to a Wednesday evening Swans statement. The club stood down five players for the remainder of the AFL season for returning late to the team hotel after drinking. Victoria Police confirmed they are investigating an alleged sexual assault at the Pullman Hotel in Melbourne. None of the five players have been arrested or charged with any offence.
The five players issued a joint apology through the Swans. The AFL then confirmed that none of the stood-down players would be considered for All Australian selection — the league's annual best-team honour, which typically carries a financial bonus for those named. Heeney, Nick Blakey and Chad Warner had all been in contention.
For a player like Heeney, the commercial unravelling is swift and total. A Brownlow Medal fancy and one of the competition's most marketable faces, he now has no football to play this year and a shrinking list of brands willing to be seen beside him. The Swans, meanwhile, lose three All Australian-quality players at the pointy end of a season — a football cost that sits quietly alongside the more serious questions still unanswered.
The police investigation continues. No charges have been laid.
