MAM
ICC scouts for official spirits partner for World Cup 2015
MUMBAI: The International Cricket Council (ICC) is inviting alcohol companies to submit proposals to become the official spirits partner of the ICC Cricket World Cup 2015 in Australia and New Zealand.
The successful applicant will receive marketing rights and benefits that will enable it to use valuable ICC intellectual property in association with its spirits brands. In addition to having the right to sell products through retail channels using the exclusive ICC Cricket World Cup 2015 event logo, the successful applicant will also supply product at all 14 venues of the event.
ICC GM commercial Campbell Jamieson said in a statement: “Responsible consumption of alcoholic spirits while watching sport has long been a part of the culture of Australia and New Zealand. The opportunity to become the official spirits partner of ICC is a valuable marketing and business opportunity for any spirits brand.”
The ICC is seeking companies with a proven track record in running national sponsorship marketing programs and supplying product at major sporting events, as well as sufficient human and financial resources to leverage the promotional opportunity.
“Proposals should clearly set out how the company will leverage the marketing rights granted to them to maximise association with ICC and enhance the status of this prestigious global sporting event,” Jamieson added.
MAM
Star Sports under fire for ‘cringe’ India–SA Super 8 promo
Broadcaster accused of arrogance and disrespect as fans slam Super 8 promotion
AHMEDABAD: Star Sports is facing a wave of criticism after its latest promotional campaign for the India–South Africa T20 World Cup Super 8 match triggered a fierce social media backlash, quickly dubbed “Cupcakegate”.
The advertisement, released this week, hinges on a cupcake metaphor that many viewers have condemned as patronising and disrespectful. In the clip, an Indian supporter mockingly offers a pink cupcake to a South African fan, a visual jibe widely interpreted as portraying the Proteas as a soft, easily beaten opponent.
The backlash has been swift across platforms such as X and Reddit, with fans and commentators accusing the broadcaster of tone-deaf bravado at a crucial stage of the tournament. The criticism is sharpened by the context: both India and South Africa arrive in the Super 8s unbeaten, undermining any suggestion of a one-sided contest.
Online, the cupcake symbol has been read as carrying multiple barbs. Some users argue it alludes to South African president Cyril Ramaphosa’s domestic nickname, while others see it as recycling the long-running “chokers” trope associated with South Africa in ICC tournaments. The casting choice has also drawn scrutiny, with viewers noting the physical disparity between the actors playing the two fans, which critics described as a cheap attempt to belittle the opposition.
Even Indian supporters have joined the pile-on. Many warned that such chest-thumping marketing risks “jinxing” the team, pointing to past tournaments where aggressive campaigns preceded unexpected defeats.
Star Sports is no stranger to rivalry-led advertising, having struck gold with its earlier “Mauka Mauka” series. But analysts say the cupcake campaign misreads a fanbase that has grown less tolerant of overtly mocking narratives and more attuned to sporting parity and respect.
India and South Africa meet on Sunday, 22 February, at the 132,000-seat Narendra Modi Stadium. With South Africa securing their Super 8 berth through a commanding win over the UAE, the fixture is widely billed as a heavyweight clash, not the walkover the ad appears to suggest.
