Indiantelevision.com Team

(27 July 2006 7:30 pm)

NEW DELHI: Aware that ambush marketing would unleash itself on prized cricket events, the International Cricket Council (ICC) has warned that any infringement of copyright or trademark would be severely dealt with.

"Worry may be too strong a word to describe our concerns, but we are aware of the potential of ambush marketing and prepared to safeguard the interest of official sponsors and advertisers," ICC's media manager Brian Murgatroyd said here today.

"We will take every possible step to protect the interest of official partners so as competing brands don't get a leg up (in ICC-recognised cricket events)," he said.

Presently in the country to oversee preparatory activities for the forthcoming Champions Trophy, to be held later this year in India, Murgatroyd said ICC is undertaking such measures against ambush marketing with an eye to also safeguard the financial interest of member cricket boards, all of which may not be as rich as the Board of Control for Cricket in India (BCCI).

Asked whether ICC wants to say that those sponsors who officially don't partner with ICC cannot invest in cricket or ride the gravy train, Murgatroyd clarified that was not the ultimate goal.

"We are not saying don't support cricket. What we are emphasizing is support ICC cricket. And, we'll seek to take action against ambush marketing as it results in loss of money and value for both ICC and serious sponsors," Murgatroyd explained.

So, Coke may find it difficult to add some 'tadka' or spice later this year during the Champions Trophy or even the cricket World Cup next year in the Caribbean's with its advertising campaign. Reason: rival Pepsi is one of the four global partners of ICC.

The other three global partners are consumer goods manufacturer LG, two-wheeler giant Hero Honda and telecom company Hutch.

As the official sponsors for Champions Trophy are Indian Oil Corporation, Visa and Cable & Wireless (based in the Caribbean's), the likes of Bharat Petroleum and Airtel would have to tone down their advertising campaign.

"There's a period either side of an ICC event when no advertising is allowed by competing brands," Murgatroyd said, adding the core philosophy behind the move is also to be "reasonable" and try avoiding the "deliberate" acts of omissions and commissions.

Murgatroyd was optimistic that the Champions trophy would not only bring cheer to sponsors and partners, but also cricket lovers in India as after almost a decade an ICC event is being staged here.

"There's lot of excitement here around Champions Trophy and it's a win-win situation for everybody," he said.

However ICC is loathe outlining specific measures to check ambush marketing as it's likely to give away the game even before it has started.

"Just suffice to say that everybody would be watching and monitoring," he said.

Though ICC claims to be a non-profit organization, the amount of money poured into the game globally makes it a rich sport in most part of the world where it's played. Still, there are exceptions like Zimbabwe and West Indies where the respective cricket broads are almost broke.

But amidst all this commercial dealings, somewhere the viewer has been forgotten as he is bombarded with all types of campaigns on TV during a game of cricket.

ICC has started taking note of this fact too. "It's all about striking a balance between commercialism and giving value to the viewers and cricket lovers," Murgatroyd said, admitting hyper broadcasters and advertisers have stretched it to the limits.