Steve Smith dumped as ‘Weet-bix Kid’


Disgraced Australian cricket captain Steve Smith has been dumped as the face of breakfast cereal Weet-Bix after his involvement in ball-tampering.

Smith, who has been banned from the game for a year, had already been removed from the site of the brand.

Weet-bix owner Sanitarium, said the scam has gone against “a brand of trust and integrity.”

Separately, the financial group Magellan has pulled out of its naming rights sponsorship of Cricket Australia.

While the value of three years was never announced, Magellan’s decision to terminate the contract after less than eight months will cost the sport news of 20 million Australian dollars (£10.9 m; $15.3 m).

In the meantime, the sportswear maker Asics has downloaded Cameron Bancroft, who has carried out the deception in a match against South Africa, australia vice-captain David Warner, who was involved in the plan to interfere with the ball.

The end of Facebook post by Steve Smith

‘No option’

Smith, 28, has been appointed as a so-called ‘Weet-bix Kid’ at the end of 2015, together with other Australian sports stars including footballer Tim Cahill and surfer Stephanie Gilmore and has been at the centre of the corn marketing campaigns.

But she had been dismissed after a report from Cricket Australia, he found the captain was aware of a plot to tamper with the ball, failed to stop the plan and has tried to mislead officials and the public.

“Weet-Bix ambassadors to represent our brand values of trust and integrity, and to speak of all that is good of their country,” said Todd Saunders, Medical director of Australia.

“Their role as a ‘Weet-Bix Kid’ is to inspire millions of Aussie children be the best they can be. Based on the ball tampering incident and the results of a Cricket Australia investigation, we are able to continue our relationship with Steve Smith.”

Weet-Bix is a cereal sold mainly in Australia and New Zealand, and is of a different brand of Weetabix, which is prevalent in British shops.

Getty Images

Magellan’s chief executive Hamish Douglass said that ball tampering in South Africa was “in a manner consistent with our values, you are left with no option, but to end our ongoing partnership with Cricket Australia”.

“A conspiracy on the part of the leadership of the Australian Men’s test cricket team, who has broken the rules, with a clear intent to gain an unfair advantage… it goes to the heart of integrity.”

Airline Qantas, whose logo appears in the Australia team shirts earlier said that it was “very disappointed” by the scandal, but has no intention of pulling its sponsorship.IPL contracts lost

While their reputation is in tatters, the financial losses for individual players of cricket, goes beyond the fallout of the cancellation of sponsorship and endorsement contracts.

Smith, Warner and Bancroft are banned from playing international cricket for Australia, and australia national championships.

But even if they remain eligible for the competition outside of Australia, Smith and Warner have also been banned from this season’s Indian Premier League.

In the month of January, the pair were signed to the most lucrative Twenty20 contracts ever offered to an Australian player – reported, for a value of over £ 1 million each.