The Dolphins has formally ended its sponsorship deal with Alternaleaf, blaming “challenges with regulators”.
The national rugby league club confirmed it has terminated the deal after failing to find a “workable solution” around concerns raised by the Therapeutic Goods Administration (TGA).
Alternaleaf announced the sponsorship package with the Dolphins back in March in a move that shocked the medicinal cannabis industry given the strict limitations on advertising.
Under the deal, the Alternaleaf brand appeared on players’ jerseys and around Brisbane’s Suncorp Stadium and Kayo Stadium in Redcliffe.
But the exposure was relatively short-lived, with the TGA warning the NRL club in April that it may be breaching advertising regulations. It advised the Dolphins to tape over the Alternaleaf name shortly before a game in Darwin.
However, in a turn of events which attracted widespread media coverage, the tape fell off in the stifling heat of the Northern Territory capital.
“There was some noise around our partnership earlier this year, and we worked closely with Alternaleaf and the TGA to find a workable resolution,” Dolphins CEO Terry Reader told Nine News.
“Given the challenges with the regulations, our partnership concluded. We still have a great relationship with Alternaleaf, and were circumstances to change, we would certainly be open to working with them again in the future.”
Montu spokesperson and director of public affairs Kelly King said: “While our Alternaleaf partnership with the Dolphins is no longer active, we maintain a positive and ongoing relationship with them, and there remains motivation to pursue a partnership together in the future.
“We have the utmost respect for the Dolphins, have been proud to have been associated with the team and applaud their strong performance during the 2024 season.”
Montu had earlier hoped to continue the partnership with the Dolphins saying it would look to work with the club “in a variety of ways”.
