In January 2025, Australian billionaire Adrian Portelli found himself at the center of a media controversy involving Nine Network reporter Alex Cullen. Portelli, known for his luxury car promotions and property investments, had expressed frustration over being labeled as the “Lambo Guy” by the media. In an effort to change this moniker, he offered a $50,000 reward to the first television presenter who referred to him as “McLaren Man” on air.
Alex Cullen took up this challenge during a live segment on the Today Show, subsequently receiving the promised $50,000 from Portelli. However, this exchange raised ethical concerns within the journalism community. The Media and Entertainment Arts Alliance’s Journalist Code of Ethics advises against accepting payments or benefits that could compromise a journalist’s integrity. As a result, Nine Network suspended Cullen and initiated an internal investigation. During this period, Cullen and the network mutually agreed to part ways.
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Following the incident, Portelli claimed that Cullen had intended to donate the $50,000 to charity. To support this assertion, Portelli made two separate $25,000 donations to the Salvation Army and the RSPCA on Cullen’s behalf, sharing the receipts publicly.
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The situation further escalated when Herald Sun journalist Fiona Byrne reported on the controversy, continuing to refer to Portelli by the nickname he sought to change. In response, Portelli criticized Byrne’s reporting and encouraged his social media followers to suggest nicknames for her, offering a $5,000 reward for the best suggestion. This led to Byrne receiving a barrage of abusive messages, which she described as “vile” and “demeaning.” Portelli defended his actions, stating that he was giving Byrne “a taste of [her] own medicine” and standing up against what he perceived as media harassment.
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These events have sparked a broader discussion about the ethical responsibilities of both media professionals and public figures, highlighting the complex dynamics between the press and the individuals they cover
