Sports

Sportsmen, sponsors and ambush marketing

Published

5 years ago

2021/06/20

by Rex Clementine

For the T-20 World Cup that is scheduled for later this year, the Sri Lankan players like all else will be supposed to sign participation agreements and one key point in these agreements is the ‘Ambush Marketing Clause’. This particular clause protects the sponsors of the International Cricket Council and players are supposed not to endorse any rival products of the official sponsors during and 30 days either side of the event.

How and why did the ‘Ambush Marketing Clause’ come about? Here’s how. During the 1996 World Cup, Coca-Cola had signed up as one of the tournament sponsors and promoted their drinks with the tag-line, ‘the official soft-drinks of the World Cup’. Pepsi, another giant in the trade, hit back running television advertisements that you are chilled out and relaxed with a Pepsi in hand and they used some clever words, ‘Nothing official about it.’

They went a step or two further actually. Pepsi had leading Indian players like Mohammad Azharuddin and Sachin Tendulkar as their brand ambassadors. Now during drinks break, a Coke trolley would come into the ground but none of India’s leading players would go closer to it and one of the reserve players from the dressing room would bring them drinks separately.

This was a huge cause for concern and the ICC had to address the issue. Soon, the Ambush Marketing Clause came to effect. The players were up in arms, naturally, as they were losing out some big endorsements. But with home boards promising to compensate the players, they eventually signed the contracts.

Some Sri Lankan players too cashed in during the 2003 World Cup. They never had any deals with rival companies of the official sponsors but they made most of the stance the Indian players had taken. Hemaka Amarasuriya, the Chairman of the Cricket Board at that point, told the players to sign the agreement, play the tournament and that they would be compensated accordingly. Amarasuriya kept a gentleman’s agreement by parting ways with 25% of the participation fee that the ICC paid the board.

Successive Sri Lanka Cricket administrations have followed Amarasuriya’s lead although the amount has been cut down in recent times as the performance of the team has been below par.

There was a reason for us to suddenly bring up the Ambush Marketing Clause. Anyone who is following EURO 2020 would have seen the plight of soft drinks giant Coke after Portugal captain Christiano Rolando removed two Coca-Cola bottles from the press conference table. Coke has reportedly suffered four billion US$ fall of the share prices.

Since Ronaldo, other players have followed suit. Each sponsor paid a sum of US$ 30 million for the organizers and the fall out is sure to have major repercussions. Incidentally, Coke used to be a personal sponsor of Ronaldo years back.

Ronaldo’s action is nothing new in sports. During the 1992 Barcelona Olympics, basketball star Michael Jordan covered the Reebok logo in his official kits strategically draping it with an American flag. This was to show solidarity with his personal sponsor Nike.

The millions that sponsors pour in is vital to nurture any sport at grass root levels. The marketing experts of sports bodies must be fretting over on the measures that need to be taken to protect their sponsors from superstars who have massive following all over the world. Ronaldo’s actions could take sports marketing to different scales.

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Sports

Aken shines in St. Sylvester’s massive win over Sri Rahula

Published

5 hours ago

2026/05/26

Sahan Weerasooriya

Aken Thilakawardhana produced an impressive all-round display as St. Sylvester’s registered a huge 101-run victory over Sri Rahula, Katugastota in their Under 17 Division I first round cricket encounter at Katugastota on Monday.

‎Chasing a target of 219 runs for victory, the home team never looked in contention as wickets fell at regular intervals before they were bowled out for 117 runs in the 34th over.

‎St. Sylvester’s bowlers struck early to put Sri Rahula under pressure, with Sasiru Dineth and Sakuna de Silva reducing the hosts to 18 for three wickets. Aken then joined the attack to further dismantle the batting line-up, claiming three wickets to cap an outstanding all-round performance.

‎Aken, who had earlier contributed a valuable 48 runs with the bat, finished with impressive figures of 3 for 24.

‎Sri Rahula’s innings was led by Savinu Mendis, who top scored with 28 runs, but lacked support from the other batsmen as St. Sylvester’s maintained control throughout the chase. Sasiru Dineth returned figures of 3 for 33, while Sakuna de Silva too two for 23.

‎Earlier, put to bat first, St. Sylvester’s posted a competitive 218 all out in 49.2 overs after receiving a brisk start from opener Adithya Ranamukage. He raced to a half-century in just 35 deliveries, smashing nine boundaries and two sixes in an aggressive knock.

‎Nithil Herath contributed 25 runs, Keshan Perera made 27, while Aken added 48 to strengthen the innings. Vihanga Perera also chipped in with 23 runs.

‎For Sri Rahula, Chamindu Sathsara was the pick of the bowlers with 3 for 55, while Shehan Weddagala, Praboth de Silva and Savinu Mendis claimed two wickets apiece.

‎‎

Scores:

‎St. Sylvester’s

218 all out in 49.2 overs (Adithya Ranamukage 50, Nithil Herath 25, Keshan Perera 27, Aken Thilakawardhana 48, Vihanga Perera 23; Shehan Weddagala 2/31, Chamindu Sathsara 3/55, Praboth de Silva 2/24, Savinu Mendis 2/31)

‎Sri Rahula Katugastota

117 all out in 33.2 overs (Savinu Mendis 28; Sasiru Dineth 3/33, Sakuna de Silva 2/23, Aken Thilakawardhana 3/24). (RF)

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Sri Lanka name Kusal Mendis as ODI and T20I captain for West Indies tour

Published

13 hours ago

2026/05/25

Priyan

Kusal Mendis is the new captain in ODIs and T20Is (cricinfo)

The Sri Lanka Cricket selection panel has handed the white-ball captaincy to Kusal Mendis for the upcoming all-format tour of the West Indies next month. Dhananjay de Silva will continue to lead the side in the two Tests.

Kusal Mendis takes over the ODI captaincy from Charith Asalanka, who was named in the 16-man squad, while Kamindu Mendis was named vice-captain. In T20Is, Kusal Mendis takes over the leadership from Dasun Shanaka, who led the side until the recent T20 World Cup, where Sri Lanka failed to make the knockouts. While Shanaka retained his place in the 16-man T20I squad, Asalanka did not.

Wanidu Hasaranga is set to return to action – named in the ODI and T20I squads – after his injury during the T20 World Cup has kept him off the field since early February. He tore his left hamstring at the time and missed the ongoing IPL after that for Lucknow Super Giants.

The tour starts with three ODIs from June 3 to 8 followed by the three T20Is on June 11, 13 and 14. The two Tests will be played at the Viv Richards Stadium in North Sound from June 25 to 29 and July 3 to 7.

Sri Lanka Test squad:

Dhananjaya de Silva (capt), Kamindu Mendis, Pathum Nissanka, Lahiru Udara, Nishan Madushka, Dinesh Chandimal, Pasindu Sooriyabandara, Sonal Dinusha, Kusal Mendis, Milan Rathnayake, Prabath Jayasuriya, Ramesh Mendis, Asitha Fernando, Vishwa Fernando, Lahiru Kumara, Isitha Wijesundara, Kasun Rajitha

Sri Lanka ODI squad:

Kusal Mendis (capt), Kamindu Mendis (vice-capt), Pathum Nissanka, Kamil Mishara, Pavan Rathnayake, Janith Liyanage, Charith Asalanka, Milan Rathnayake, Wanindu Hasaranga, Dunith Wellalage, Maheesh Theekshana, Dushmantha Chameera, Dilshan Madushanka, Eshan Malinga, Asitha Fernando, Pramod Madushan

Sri Lanka T20I squad:

Kusal Mendis (capt), Kamindu Mendis (vice-capt), Pathum Nissanka, Kamil Mishara, Pavan Rathnayake, Lasith Croospulle, Dasun Shanaka, Milan Rathnayake, Dunith Wellalage, Wanindu Hasaranga, Maheesh Theekshana, Dushmantha Chameera, Dilshan Madushanka, Eshan Malinga, Binura Fernando, Nuwan Thushara

(Cricinfo)

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Kuldeep and Rahul help Delhi Capitals sign off with big win

Published

1 day ago

2026/05/25

Priyan

KL Rahul ended his IPL 2026 with a solid fifty [Cricinfo]

Chasing the fourth playoffs spot, Kolkata Knight Riders (KKR) entered their match against Delhi Capitals (DC) at Eden Gardens hoping Mumbai Indians beat Rajasthan Royals at the Wankhede Stadium. In that case, KKR would have needed to chase down their target in about 12 overs to pip Punjab Kings on net run rate and finish in the top four. But with Mumbai losing, both PBKS and KKR were knocked out, reducing this match to a dead rubber as early as the fourth over of the first innings.

In the end, KKR lost this game as well. After DC rode on KL Rahul’s 30-ball 60 to post 203 for 5, KKR were 126 for 3 after 13 overs. Kuldeep Yadav then dismissed Ajinkya Rahane and Rinku Singh off successive deliveries to derail them. Eventually, KKR were all out for 163 in 18.4 overs.

After opting to bowl, KKR started with left-arm spinner Anukul Roy to left-hand batter Abishek Porel. After two dots, Porel picked up two successive fours to make it a ten-run over. Left-arm seamer Saurabh Dubey, though, was effective. Sharing the new ball, he found movement off the seam and also used the slower ball to good effect. He conceded only five runs from his two overs in the powerplay and had Porel caught behind. Porel was dropped by Tejasvi Dahiya off Kartik Tyagi off 18 but could add only four more to his tally.

In the last over of the powerplay, Sahil Parakh also got a reprieve. He was on 7 when he reversed-swept Sunil Narine towards cover-point where Rinku grassed the chance. Narine eventually had him caught at extra cover for 24 off 17.

Rahul showed his class once again, especially against Narine. In the eighth over, he stepped out twice in a row and hit him for a six and a four. In the spinner’s next over, he launched him over long-on from the crease for another six. In all, Rahul hit Narine for 21 off nine balls. He reached his fifty off 25 balls before dragging Roy to long-on.

After Rahul’s wicket, Axar Patel and David Miller kept DC going. They added 41 off just 25 balls before Axar holed out to long-on trying a third six off Varun Chakravarthy’s final over. He made 39 off 25 balls. Dubey conceded only eight in the 18th over but Miller spoiled his figures somewhat in the 20th by hitting him for two sixes. The seamer had the last laugh, though, as he had Miller caught at mid-off off a full toss. Dubey was denied a third wicket by Dahiya, who dropped Ashutosh Sharma off the final delivery of the innings. Ashutosh, once again, played a handy knock of 18 not out off 11.

Finn Allen opened his account with a first-ball four off Mitchell Starc. In the bowler’s next over, he hit him for a six and a four off successive balls. From the other end, Rahane smashed back-to-back sixes off Auqib Nabi to take KKR to 43 after four overs. Lungi Ngidi provided some relief when he had Allen chopping on in a four-run fifth over. With Axar conceding only eight in the sixth, KKR ended the powerplay on 55 for 1.

Just when it looked like KKR were falling behind the asking rate, Rahane and Manish Pandey combined to hit Axar for three sixes in a 21-run eighth over. But Ngidi struck once again – he dismissed Pandey for 25, courtesy an excellent diving catch by Starc at long-on. In the next over, Kuldeep had Cameron Green caught at long-off, leaving KKR 96 for 3 in the tenth over.

Rahane brought up his fifty, his second of the season, off 31 balls but Kuldeep had him and Rinku caught in the deep off successive deliveries to dent KKR’s chase. He missed the hat-trick only because Porel put down Dahiya behind the stumps. Dahiya couldn’t capitalise on the reprieve and fell to Axar soon after.

When substitute fielder Sameer Rizvi’s direct hit from long-off found Rovman Powell short at the non-striker’s end, the end was swift. There was no Narine with the bat, as Allen had replaced him as Impact Player during the first innings itself, and the lower order didn’t have the skills to deal with Starc and Ngidi. All told, KKR lost their last seven wickets for 37 runs.

Brief scores:
Delhi Capitals 203 for 5 in 20 overs (Abhishek Porel 22, KL Rahul 60, Sahil Parakh 24, Axar Patel 39,David Miller 28, Ashutosh Sharma 18*; Anukul Roy 1-23, Saurabh Dubey 2-28, Sunil Narine 1-38, Varun Chakravarthy 1-35) beat Kolkata Knight Riders 163 in 18.4 overs (Ajinkya Rahane 63,Finn Allen 20, Manish Pandey 25, Rovman Powell 29; Mitchell Starc 2-26, Lungi Ngidi 3-27, Axar Patl 1-38, Kuldeep Yadav 3-29) by 40 runs

[Cricinfo]