THE Cronulla Sharks have pulled off one of the most remarkable marketing coups in sport, signing a major sponsor amid the most dramatic week in the club’s history.

Just four days after sacking Todd Carney and interim head coach Peter Sharp resigning, national safety management company Labour Health has signed on to feature on the front of the Sharks jersey for the remaining 10 weeks of the season and possibly next year. Remarkably, it also comes as the shadow of the ASADA investigation looms large over the club.

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Labour Health, which conducts drug and alcohol testing in the workplace throughout Australia, has paid a six-figure sum to promote its brand, starting with tomorrow night’s clash with the Sydney Roosters.

The company only began talking to the embattled club once Carney was dramatically shown the door.

Carney’s dismissal from the Sharks — and likely the NRL — as a result of a lewd photo surfacing on social media last Saturday evening, has polarised opinion.

But according to Regan Brown, managing director of Labour Health, the decision was a watershed moment for a club forced to navigate from one crisis to the next.

“The need for our partnership became much more urgent after the weekend’s incident,’’ Brown told The Daily Telegraph. “Because they did let Carney go, that’s why we got involved. Because we realised that the Sharks are actually serious about making a stance. We’re market leaders in our space and when I saw Carney’s incident, I though this is just not on at all. We don’t condone that.

“So I rang the Sharks and said ‘listen I’d like to help you guys out’.

“I told them I wanted to work with them in working on an improved culture that has drug and alcohol screening as a major focus. We’ll work together in updating the club’s drug and alcohol policy and we’ll have our company rubberstamp that.

“For us its about improving health, education and ensuring safety.’’

Told that most people would be stunned to learn of the company’s decision to align itself with the Sharks given their tumultuous period, Brown said: “I couldn’t agree with you more. And that’s why we’re coming in to help. We know what we’re doing.’’

With a major sponsor the Sharks are looking at more than $5 million in total sponsorship revenue for the 2014 season.

Chief executive Steve Noyce said: “ I’m really proud of the guys here because they’ve been working so hard. When people put money up, like Labour Health have, and all our other wonderful sponsors have, it’s a vote of confidence in the club and our exciting future. It’s been a roller coaster week but this news gives great buoyancy to everyone here.’ ’