Craig Jones has found himself in the middle of a messy sponsorship dispute that’s drawing uncomfortable parallels to another high-profile partnership gone wrong in the grappling world.
The Australian submission specialist took to social media to announce his split from Oscar and Frank Sunglasses, citing unauthorized use of his image and likeness in advertising campaigns. In a candid video statement, Jones revealed the extent of the breakdown in his business relationship with the company.
“I’m no longer working with Oscar and Frank Sunglasses. Despite me telling them to stop using my name, likeness, and image, they continue to use them for meta ads,”
Jones stated in his announcement. He urged fans to report any Instagram advertisements featuring his image, emphasizing that
“they do not have my permission, and this is getting ugly.”
The controversy appears to center around Mitch, one of the company’s key figures, with whom Jones had developed what seemed to be a close personal relationship during the partnership’s heyday. The two were frequently seen together during promotional activities, particularly around the time of Jones’ first Craig Jones Invitational tournament.
However, the business relationship has deteriorated significantly, with Jones making it clear that communication has completely broken down.
“Obviously, I’m not in communication with them anymore,”
he confirmed in his statement, while still attempting to address practical matters left unresolved by the split.
Adding a touch of humor to an otherwise serious situation, Jones referenced a shared responsibility that emerged from their partnership.
“Can you please alert Mitch that his employee, Wasabi over here, is in safe hands,”
he said, apparently referring to a person co-starring in his video.
But Jones wasn’t finished addressing the financial aspects of the dispute.
“And you still need to pay me,”
he added pointedly, suggesting that outstanding payments remain a contentious issue between the parties.
The sponsorship breakdown has drawn comparisons to other controversial partnerships in the jiu-jitsu community, with observers noting similarities to previous high-profile business disputes that ended in public accusations and social media drama. Community members have dubbed the situation Jones’ “Toehold moment,” referencing another contentious split that became a cautionary tale about business relationships in the sport.
According to additional details that have emerged, the dispute extends beyond just unauthorized advertising use. Screenshots shared by Jones reportedly show communications from other individuals who claim to have been affected by similar practices from the company, suggesting a pattern of business conduct that extends beyond his specific case.
