The glittering career and commercial empire of AFL star Lachie Neale faces a severe threat, extending far beyond the collapse of his marriage. The Brisbane Lions champion and his wife, Jules, confirmed their separation after a personal scandal involving a close friend became public, putting Neale's estimated $1.5 million personal brand and major sponsorships in serious jeopardy.
The Unraveling of a Power Couple
The AFL world was rocked when the high-profile couple's split was confirmed over the summer. The breakup followed allegations that Neale had an affair with Tess Crosley, a close friend of Jules and part of the couple's inner circle. The Neales and Crosleys were neighbours and regularly socialised together, making the alleged betrayal profoundly personal.
Reports suggest the relationship between Neale and Tess continued for months and was not always concealed from their immediate circle. The situation reportedly came to a head when Jules was alerted after the pair were seen together in a compromising position.
Jules Neale effectively confirmed the split herself on social media before any official statement, posting that she had been subjected to an "unimaginable betrayal" and making it clear the relationship would not be salvaged. She has since returned to Perth with the couple's two young children, severing social media ties with both Neale and Tess Crosley.
Lachie Neale later publicly announced the separation during a Brisbane Lions media appearance, where he also stepped down from his leadership role within the team. He apologised for letting his family down but did not address the specific allegations.
Sponsorship Fallout and Reputational Damage
Now, leading public relations expert Robert Gill from Swinburne University has warned that the fallout could cost Neale much more than his marriage. His lucrative endorsement deals with brands like Cash Converters, Puma, and Telstra are now under threat.
"Short-term there is clearly considerable reputational damage," Gill told News Corp. "Lachie Neale has developed a brand for himself... His branding is: nice guy, exceptional footballer, loyal and hardworking."
Gill explained that high-profile businesses associated with his endorsements may initially take the moral high ground, distancing themselves from the scandal. "Initially there will be a knock-on effect... people that will be hesitant to take on Lachie Neale as a new contract," he stated.
The scandal has also brought unwanted attention to the Brisbane Lions, who had been celebrating back-to-back AFL premierships with Neale as a central figure.
Path to Redemption or Permanent Stain?
According to Gill, Neale's future commercial viability hinges almost entirely on his performance on the field. "If he has a good year this year, he plays well, it falls out of the news and there are no other incidents, the break up of his marriage will dissipate," he said.
He noted that the sporting world can be forgiving of personal crises, particularly if the athlete continues to perform at an elite level. However, the path is not guaranteed. Some star athletes, like the late Shane Warne, have rebounded from scandals, while others have seen their reputations permanently tarnished.
On a personal level, the fallout continues. Neale has moved out of the family home in Brisbane, which has been listed for sale, and into an apartment. Tess Crosley, who was married to Ben Crosley, has removed photos linked to the Neales and has been seen without her wedding ring. Ben Crosley has not commented publicly on the situation.
The episode serves as a stark reminder of how quickly personal conduct can unravel a carefully built public brand, leaving a sporting star's financial and professional future hanging in the balance.
