Bindi Irwin is facing a backlash after entering one of the United States' most heated public relations battles.

The 15-year-old, alongside mother Terri and brother Robert, announced during an appearance on the top-rating US morning TV program Good Morning America that she is teaming up with SeaWorld theme parks.

Terri and Bindi Irwin at the AACTA awards at Sydney's Star Casino in January. Credit:Sahlan Hayes

Orlando-based SeaWorld Entertainment Inc has been pounded by bad press, protests and boycotts by performers including Willie Nelson and The Beach Boys in the past year after the release of the award-winning film documentary Blackfish, which probes the treatment of killer whales at the company's theme parks.

"I'm so excited to be carrying on in Dad's footsteps and making sure that everything he worked so hard for continues for the generations to come," said Bindi, speaking of her father, Steve Irwin, who died in 2006 from a stingray barb.