Cronulla seen as the most deceitful club in Australian sport, a new survey reveals Cronulla Sharks ... voted as the most deceitful sporting brand in Australia. CRONULLA are officially the most deceitful sporting brand in Australia. In a devastating blow for the Sutherland club, League Central can reveal the ongoing ASADA drugs crisis has crippled the image of an organisation whose logo has been worn by such legends as Steve Rogers, Andrew Ettingshausen and Gavin Miller. According to an 'Asset Study' released today by Gemba, the largest sports research company in Australia, a whopping 12% of all Aussie sports fans now consider the Shire club dishonest. Even Essendon, the AFL club also caught up in the current drugs crisis, fell well short of this mark. While both Cronulla chairman Damian Keogh and CEO Bruno Cullen failed to return The Daily Telegraph's calls last night, a Gemba spokesperson confirmed NRL chief David Smith was among a host of sporting chiefs who would receive the report. "Our information is widely used by organisations like the NRL, Cricket Australia and FFA," he said. We're also used by the Federal Government and a number of large Australian companies who, when they're considering sponsorship, want to know exactly what type of values they're buying into. Having been heavily criticised for their handling of the ongoing ASADA investigation, Cronulla topped the list of most deceitful NRL clubs - ahead of Canterbury (11%), Melbourne (6%) and Manly (4%). In the AFL, Essendon (9%) headed the list ahead of Collingwood (8%) and St Kilda (5%). Across the other sports, which included A-League, Big Bash, NBL, even motor racing, no other organisation came close to the Sharks. Even worse for the Shire club, they also ranked highest in the category "losing momentum," placing ahead of strugglers Parramatta, St George Illawarra and Penrith. There was, however, plenty of great news for rugby league with the resurgent South Sydney Rabbitohs polling in the top four of a variety of groups, including dedicated, inspirational, integrity and successful. When it comes to clubs "on the up," the Rabbitohs finished first ahead of reigning premiers Melbourne, who also featured heavily in the positive groupings. In other key results: Melbourne fullback Billy Slater was rated the most "marketable" NRL star - heading a hot field that includes, in order, Johnathan Thurston, Greg Inglis, Cam Smith, Cooper Cronk and Benji Marshall. South Sydney fullback Greg Inglis is regarded as the most competitive Australian athlete, winning ahead of stars like tennis ace Sam Stosur and cyclist Cadel Evans. Newcastle fullback Darius Boyd is considered the most "fake" leaguie. Penrith are the most unappealing NRL club. Sonny Bill Williams is league's best looker.