Oklahoma City Thunder’s guard, Josh Giddey, is facing a potential total loss of his $40 million sponsorship deal with Weet-Bix, an Australian cereal brand owned by the Sanitarium Health Food Company.
This follows an ongoing NBA investigation into allegations surrounding Giddey’s involvement in an inappropriate relationship with an underage girl.
Code Sports reported that the 21-year-old Australian has already been removed from Weet-Bix’s social media accounts, signaling potential repercussions with regards to his sponsorship agreement with the company.
Meanwhile Sanitarium Health Food Company acknowledged the situation, they have not yet officially terminated ties with Giddey.
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“We are obviously aware of news surrounding Josh Giddey and are waiting for facts to be confirmed. We are in contact with Josh’s management team and waiting on further detail at this point,” a Sanitarium Health Food Company spokesperson declared.
How will the NBA react to Giddey’s situation?
Giddey, previously featured on Weet-Bix cereal boxes and promotional materials, finds himself in a delicate position as the investigation unfolds. Notably, other athlete ambassadors for Weet-Bix, including Alex de Minaur, Ellyse Perry, Marnus Labuschagne, and Tim Cahill, continue to be featured on the brand’s social media accounts.
The NBA is actively probing allegations of Giddey’s inappropriate relationship with a minor, as confirmed by league spokesman Mike Bass. The accusations surfaced on social media late Wednesday night, though as of Monday morning, there is no indication of police involvement.
During the Thunder’s media availability on Friday, Giddey refrained from commenting on the matter, citing a lack of information. Thunder head coach Mark Daigneault echoed this sentiment, describing it as a “personal matter” and choosing not to provide further commentary.
Despite the ongoing investigation, Giddey participated in Saturday’s game against the Sixers, recording 10 points, eight assists, and seven rebounds. Daigneault confirmed Giddey’s availability for future games, emphasizing that there was no change in his basketball status.
Giddey, a former sixth overall pick, remains a crucial component of the Thunder’s young core, contributing significantly on both ends of the court. While facing uncertainties off the court, Giddey has remained focused on his game and professional growth.
Named a brand ambassador for the Australian apparel brand Cotton On in December 2022, Giddey’s association with the brand is yet to be affected by the recent developments, with no immediate response from Cotton On to inquiries.
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