The Guardian- Isaac Heeney's name and image removed from 5th Quarter Camp promotions.
- A commercial recalibration around the five stood-down players has begun, after Isaac Heeney was barred from appearing with once proud brands and bookshops spent Thursday morning removing the star’s books from shelves.
- The decision by the Swans to for breaching club standards by returning late to the team hotel after drinking has triggered a reaction from brands connected to the group, including Heeney’s own children’s football clinic business which has scrubbed him from promotions.
- 5th Quarter Camps, a company co-owned by Heeney and others including Greater Western Sydney captain Toby Greene, said it was monitoring the ongoing investigation but had already taken steps to distance themselves from the Swans player.
- We have removed Isaac’s name and image across active promotional materials, and he has been stood down from our upcoming camps, which will still be running as planned, the company said in a statement.
- The children’s book series Little Isaac Footy Fever, co-written by Heeney, had already been withdrawn for sale at book stores Readings and Gleebooks by Thursday morning.
- Publisher Allen & Unwin said they had paused promotion of the series, and a third planned book will not be published until the police investigation had concluded.
- Colgate has suspended its partnership with Mr Heeney pending completion of the investigation.
The Sydney Swans have taken decisive action, standing down five players, including star Isaac Heeney, amid an ongoing police investigation.
The players were penalized for breaching club standards by returning late to the team hotel after drinking. This decision has led to significant repercussions for Heeney, whose name and image have been removed from promotional materials for the 5th Quarter Camp, a company he co-owns.3
5th Quarter Camps stated, "We have removed Isaac’s name and image across active promotional materials, and he has been stood down from our upcoming camps, which will still be running as planned."45
Additionally, Heeney's children’s book series, Little Isaac Footy Fever, has been withdrawn from sale at major bookstores, with publisher Allen & Unwin pausing promotion of the series until the investigation concludes.67
Colgate, Heeney’s toothpaste partner, has also suspended their partnership, stating, "We take these matters very seriously and have suspended our partnership with Mr Heeney pending completion of the investigation."89
The Swans' decision reflects a broader commercial recalibration as brands connected to the players react to the situation, highlighting the impact of the investigation on both the team and Heeney's personal brand.
“A commercial recalibration has begun, with brands distancing themselves from Isaac Heeney, who has been barred from promotions. Colgate has suspended its partnership with Heeney pending the investigation's conclusion, while his children's book series has been withdrawn from sale at major bookstores.”
