The Dolphins NRL club has officially ended its sponsorship arrangement with Alternaleaf, citing "challenges with regulators" as the reason for the split.
The rugby league club confirmed the deal has been terminated after efforts to find a "workable solution" to concerns raised by the Therapeutic Goods Administration (TGA) fell through.
Alternaleaf unveiled the sponsorship with the Dolphins in March, a move that surprised much of the medicinal cannabis industry given the tight restrictions that govern advertising in the sector.
Through the arrangement, the Alternaleaf brand was displayed on players' jerseys and at Brisbane's Suncorp Stadium as well as Kayo Stadium in Redcliffe.
The visibility proved short-lived. In April, the TGA warned the NRL club that it may be in breach of advertising rules, advising the Dolphins to cover the Alternaleaf branding shortly before a match in Darwin.
The situation drew significant media attention when the tape used to cover the branding peeled off in the intense 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spokesperson and director of public affairs Kelly King said: "While our Alternaleaf partnership with the Dolphins is no longer active, we maintain a positive and ongoing relationship with them, and there remains motivation to pursue a partnership together in the future.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 previously indicated it wanted to keep working with the Dolphins, saying it would look to engage with the club "in a variety of ways".
