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Sportsmen, sponsors and ambush marketing

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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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India crowned champions of inaugural U19 Women’s T20 World Cup

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The Shafali Verma-led side beat England in the final by seven wickets

Titas Sadhu, Archana Devi and Parshavi Chopra took two scalps each while Gongadi Trisha and Soumya Tiwari made useful scores as India Under-19 scripted a memorable seven wicket win over England Under-19 to seal the inaugural Women’s Under-19 World Cup in Potchefstroom. India U19 chased down the paltry target of 69 in the 14th over.

Brief scores:

England U19 68 in 17.1 overs (Ryana Macdonald Gay 19; Titas Sadhu 2-6) lost to India U19 69/3 in 14 overs (Soumya Tiwari 24*; Alexa Stonehouse 1-8) by seven wickets

 

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ICC names all-woman panel of match officials for 2023 Women’s T20 World Cup

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The upcoming women’s T20 World Cup in South Africa will have an all-woman line-up of match officials, in what will be a landmark first in the game.On Friday, the ICC announced the panel of three match referees and ten umpires, featuring officials from seven countries. The match referees are GS Lakshmi (India), Shandre Fritz (South Africa) and Michell Pereira (Sri Lanka). The on-field and TV umpires will be Sue Redfern (England), Eloise Sheridan (Australia), Claire Polosak (Australia), Jacqueline Williams (West Indies), Kim Cotton (new Zealand), Lauren Agenbag (South Africa), Anna Harris (England), Vrinda Rathi (India), N Janani (India) and Nimali Perera (Sri Lanka).

Selecting this panel was part of the governing body’s “strategic ambition of advancing the involvement and visibility of women in cricket,” an ICC statement said.

The panel will also have the most number of women umpires and match referees in a global ICC tournament, four more than the nine who are at the ongoing women’s Under-19 T20 World Cup.

“Women’s cricket has been growing rapidly in recent years and as part of that, we have been building the pathways to ensure more women have the opportunity to officiate at the highest level,” Wasim Khan, ICC’s general manager of cricket, said. “This announcement is a reflection of our intent in this space and just the start of our journey where men and women enjoy the same opportunities across our sport.

“We are committed to continuing to support our female match officials and provide opportunities to showcase their talents on the global stage. I wish them all the best for the tournament.”

The eighth edition of the women’s T20 World Cup begins with hosts South Africa facing Sri Lanka on February 10. Defending champions Australia are in Group A with Bangladesh, New Zealand, Sri Lanka and South Arica. Group B has England, India, Ireland, Pakistan and West Indies. The top two teams from each group will move into the semi-finals.The matches will be played in Cape Town, Gqeberha and Paarl with the final scheduled for February 26 at Newlands.

(Cricinfo)

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ACC to meet in Bahrain on Feb 4, call on Asia Cup expected

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The Asian Cricket Council (ACC) will meet in Bahrain on February 4. A decision on the Asia Cup is expected at the much-awaited meeting where the representatives of the Board of Control for Cricket in India (BCCI) and Pakistan Cricket Board (PCB) will be present. It could be a stormy affair in the Persian Gulf city of Bahrain, with the two boards having been at loggerheads.

The hosting right of the upcoming Asia Cup, which will be an ODI championship among the continental sides, has been a bone of contention, with the BCCI and the PCB being at odds over the venue. The August-September championship was allotted to the PCB but in view of political tension between India and Pakistan, the BCCI had declared that the Indian team will not be in a position to travel to Pakistan.

The BCCI’s refusal was initially escalated by former PCB chairman Ramiz Raja who threatened to boycott the World Cup in India later in the year. A similar stand seems to have also been taken by Najam Sethi, who succeeded Raja, but there seems little support from other ACC members to the PCB position.

The BCCI and the PCB sparred recently after Jay Shah, the BCCI secretary and ACC president, announced the schedule of the council. It was responded with sarcasm by Sethi who said in a social media post, “Thank you @JayShah for unilaterally presenting @ACCMedia1 structure & calendars 2023-24 especially relating to Asia Cup 2023 for which Pakistan is the event host. While you are at it, you might as well present structure & calendar of our PSL 2023! A swift response will be appreciated (sic).”

The PCB chairman’s comments were rejected by ACC which declared that Shah’s post was not unilateral. “It has come to our knowledge that PCB Chairman Mr Najam Sethi has made a comment on the ACC President unilaterally taking the decision on finalising the calendar and announcing the same. The ACC wants to clarify that it has followed well established and due process. The calendar was approved by its Development Committee and Finance & Marketing Committee in a meeting held on December 13th, 2022.

“The calendar was then communicated to all the participating members individually, including Pakistan Cricket Board (PCB), via an email dated December 22nd, 2022. While responses were received from certain Member Boards, no comments or suggested modifications were received from PCB. In view of the above, Mr Sethi’s comments on a social media platform are baseless and are vehemently denied by the ACC,” the ACC said backing Shah’s position.

With the meeting in Bahrain happening in such a backdrop, it could be a stormy affair. A BCCI official, who was in Mumbai for the unveiling of Women’s Premier League teams, confirmed a final decision on the Asia Cup will be taken in Bahrain on February 4.

(Cricbuzz)

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