Dayne Beams does more damage to his personal brand.

As if drug and gambling addictions weren’t enough, former AFL player Dayne Beams will appear on a reality TV show in order to completely destroy his reputation. Beams follows the familiar path of brilliant professional footballer, to drug, gambling and tattoo addict, to contestant on a reality TV show, and nominee for The Frownlow Medal Hall of Fame.

The Frownlow Medal is awarded to the player whose off-field demeanour epitomises the values of the modern-day footballer and draws attention to the status of footballers as role models to young Australians. It covers Australia’s four major football codes; the National Rugby League (NRL), Australian Football League (AFL), the A-League (Football) and Rugby Union’s Super Rugby competition. NRL player Shaun Kenny-Dowall won the inaugural medal in 2015, while AFL player Elijah Taylor is the most recent recipient.

The Frownlow Medal Hall of Fame honours former players and players who received media attention in previous seasons, for similarly scandalous behaviour, and its inductees include Ben Cousins and Julian O’Neill.

Beams will further destory his personal reputation when he appears on Celebrity Big Brother, just as fellow AFL player Heath Shaw appeared on SAS Australia with disgraced NRL star Sam Burgess. In promotions for the show, Beams reveals a drug and gambling addiction.

Beams recently conceded that addiction to gambling and painkillers forced him to retire from the AFL, despite having two seasons remaining on his contract with the Collingwood Magpies. His admission followed the well-worn path of professional footballer admitting to a drug and gambling addiction caused by mental health issues, and winning praise for his bravery by a compliant mainstream sporting media.

The only difference in the case of Beams is that his father passed away in 2018 and left the midfielder shattered and distraught, and questioning his desire to play professional football.

The best way for Beams and other footballers to overcome mental health issues and deal with severe grief is, apparently, to appear on a reality TV show alongside other C-grade celebrities.

Beams will do his very best to scheme, lie, cheat, deceive and backstab in an attempt to win Celebrity Big Brother, and should use the same tactics to earn induction into The Frownlow Medal Hall of Fame.

Image: NuNa


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