Kmart roasted for using Australian Rules football in Matildas T-shirt promotion
‘I can’t think of another place on the planet that would make this mistake.’
Australian retail giant Kmart has been roasted for using an Australian Rules football in a promotion of a Matildas Asian Cup T-shirt.
The Matildas are set to play their Women’s Asian Cup opener against the Philippines on Sunday (tomorrow) and a blockbuster crowd is expected to turn up and cheer on one of Australia’s favourite teams.
Kmart, keen to jump on the team’s popularity which skyrocketed during the 2023 World Cup in Australia, are hoping to get a piece of the action.
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By continuing you agree to our Terms and Privacy Policy.But the advertising campaign spectacularly backfired overnight when they managed to put on their website an advertisement for the Asian Cup shirt with a smiling woman holding an oval Sherrin football used in the AFL.
Fans quickly called out the embarrassing blunder on social media.
“Kmart with the Sherrin violation. Couldn’t find a single round ball for their afc Asian Cup merch,” one fan wondered.
High profile football commentator Simon Hill was appalled, and even wondered if it was a deliberate ploy.
“Another little example of how football in Australia is never allowed to enjoy its moment in the sun,” he said.
“I can’t think of another place on the planet that would make this mistake … if indeed it is a mistake.
“Reckon they’d put a pic up of an AFL player carrying a ⚽️ in grand final week?
“Tbf this is Kmart - but you do have to wonder how such a basic mistake is allowed through.”
Fans agreed, with many believing it was indeed a marketing strategy.
“Disgraceful and disgusting, Simon. I reckon it was done on purpose,” one fan blasted.
And another: “It’s no mistake. You can bet this is a Melbourne-centric marketing genius who convinced his client this was a clever ad that suggests Aussies everywhere are embracing the round-ball code for the AFC Asian Women’s Cup. They will be completely oblivious to the feelings of outrage among football fans, and indeed true sports fans, everywhere.”
And another: “It’s unfortunately too many times to be an accident.”
And another: “That’s just bizarre.”
And another: “Disgraceful by Kmart. I hope they receive a lot of negative feedback.”
As outrage grew overnight, Kmart did fix the advertisement and the smiling woman on the website is now modelling the $20 shirt without a ball — of any shape or size — at all.
Kmart has been contacted for comment.
Originally published on 7NEWS Sport
