Kmart's AFL Ball Blunder in Matildas Asian Cup Ad Sparks Outrage
Australian retail giant Kmart has been heavily criticised for a major promotional error involving an Australian Rules football in an advertisement for a Matildas Asian Cup T-shirt. The Matildas, Australia's beloved women's national football team, are scheduled to play their Women's Asian Cup opener against the Philippines on Sunday, with a large and enthusiastic crowd expected to support the team. Kmart, aiming to capitalise on the Matildas' soaring popularity following their standout performance at the 2023 World Cup hosted in Australia, launched a marketing campaign to tap into the excitement.
Social Media Backlash Over Embarrassing Mistake
However, the advertising campaign spectacularly backfired overnight when Kmart's website featured an advertisement for the Asian Cup shirt showing a smiling woman holding an oval Sherrin football, which is exclusively used in the AFL. Fans quickly took to social media to call out the embarrassing blunder, with one user remarking, "Kmart with the Sherrin violation. Couldn't find a single round ball for their AFC Asian Cup merch." The advertisement was promptly corrected, and the football image was removed from the site.
High-Profile Commentary and Suspicions of Deliberate Action
High-profile football commentator Simon Hill expressed his dismay, questioning whether the mistake was intentional. He stated, "Another little example of how football in Australia is never allowed to enjoy its moment in the sun. I can't think of another place on the planet that would make this mistake ... if indeed it is a mistake." Hill further speculated, "Reckon they'd put a pic up of an AFL player carrying a soccer ball in grand final week? Tbf this is Kmart - but you do have to wonder how such a basic mistake is allowed through."
Many fans agreed with Hill's sentiments, believing the error might have been a calculated marketing strategy. One fan blasted, "Disgraceful and disgusting, Simon. I reckon it was done on purpose." Another added, "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." Additional comments included, "It's unfortunately too many times to be an accident," "That's just bizarre," and "Disgraceful by Kmart. I hope they receive a lot of negative feedback."
Kmart's Response and Ongoing Fallout
As outrage intensified overnight, Kmart acted swiftly to rectify the advertisement. The updated version on their website now features the smiling woman modelling the $20 shirt without any ball, whether oval or round. Despite the correction, the incident has sparked significant debate about respect for sports codes and marketing oversight in Australia. Kmart has been contacted for comment regarding the blunder and the subsequent public reaction, but no official statement has been released at this time. The controversy highlights the challenges brands face when engaging with sports promotions and the importance of cultural sensitivity in advertising campaigns.
