Qantas will end its 30-year sponsorship of the Wallabies and cut off financial support for the national cricket and soccer teams as it desperately cuts costs amid the coronavirus pandemic.
The airline will offer "in-kind support" to Cricket Australia and Football Federation Australia, such as free flights and marketing, but will not pay any sponsorship fees for the next 12 months.
But its decision to cut ties with the Wallabies and Rugby Australia, ending a partnership that dates back to 1990, that threatens to have the biggest impact, with the 15-man code going through its most difficult period since the game went professional in 1995.
"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," Qantas' chief customer officer Stephanie Tully said in a statement.
"While we're dealing with this crisis and its aftermath, the cash cost of our sponsorships has to be zero.
"Qantas has had a very long association with Rugby Australia and the Wallabies, and we've stuck with each other during difficult times. Unfortunately, this pandemic has been the undoing.
"Our focus right now is getting through this crisis, which unfortunately means lots of difficult decisions like these.
"We know things will eventually recover and, when they do, we'll be ready to support Australian cultural and sporting life, in whatever form that takes."
Interim Rugby Australia boss Rob Clarke said Qantas had been upfront in acknowledging the difficulties of continuing the sponsorship.
"While it is obviously disappointing to lose such a loyal partner, it is understandable given the world we are all now living in, and the challenges we are all facing," he said.
"There aren't many 30-year partnerships in Australian sport, and I want to thank Qantas for everything they have done for our great game.
"Alan (Joyce) and his team have been transparent and collaborative in their discussions with us and they have now given us the opportunity to prepare for 2021 and beyond."
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