Sharks keep hold of lucrative sponsorship
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Bird is accused of smashing a glass in the face of his girlfriend Katie Milligan. (ABC)
Accountancy firm PKF has agreed to stay on as the sleeve sponsor of the Cronulla Sharks despite concerns over Greg Bird's arrest at the weekend.
The company called a meeting with the club after clients and staff raised concerns about an incident in which Bird allegedly glassed his girlfriend.
Sharks coach Ricky Stuart, CEO Tony Zappia and NRL chief executive David Gallop met with PKF to persuade it to honour its sponsorship of the club.
Some of the money invested by PKF will be directed towards player education programs.
Mr Gallop says players need to know they have a role to play in attracting funding to the game.
"It is a reminder that there are commercial ramifications for the things that happen off the field and everyone needs to remember that and know that it can affect the game's hip pocket," he said.
Mr Zappia says money from PKF will go towards the club's player education programs.
"It's anti-social behaviour, it's about attention to detail, it's about respecting the other sex, it's about alcohol issues, about drug issues, it's about ... cultural awareness," he said.
"I mean there's a number of issues now in today's world. Society's changed a hell of a lot and we just need to be mindful as they do."
