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April'03 View Demo Regular Features Editorial To Our Readers Data Bank Book Summary Articles MarketingSports Sponsorship: The `Cricket' Ambush Marketing Dispute- K SubhadraThe case examines the concept of sports sponsorship and how ambush marketing has become an integral part of such sponsorship. Reasons underlying the increasing use of ambush marketing tactics by companies during sports events are analyzed. The case discusses the dispute between the International Cricket Council (ICC) and Indian cricketers in late 2002, regarding certain anti-ambush marketing clauses that restricted players from endorsing the products of companies other than the official sponsors chosen by the ICC. The case also examines the role of the Board of Control for Cricket in India (BCCI), the official sponsors as well as the ambush marketers in the dispute.Every major sporting event provides protection to their partners and anyone involved in elite sport would recognize that this is an essential component of being able to stage these events.- Malcolm Speed (Speed), Chief Executive, International Cricket Council, in 2002.We have been made victims in a commercial battle between the BCCI and the ICC.- Ganesh Mahalingam (Ganesh), Marketing Head, LG Electronics, in January 2003.The Icc/Bcci/Cricket Players/Corporates TussleIn December 2002, media reports world over provided details of heated debates involving companies such as Britannia, LG, Philips India and HPCL, players of the I

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