As the Cricket World Cup looms on the horizon, the issue of advertising has still not been satisfactorily addressed by the ICC. This leaves the tournament open to all sorts of ambush marketing, write Patrick Elliot and Tony Singh
The 2003 Cricket World Cup has generated a chain of headlines during the past few months, but for all the wrong reasons. As political concerns about Zimbabwe’s involvement in the event continue, the lengthy player sponsorship row engulfing the tournament rumbles on, posing a very real threat to the success of cricket’s premier event. The dispute about the suspension of individual player endorsement deals during the tournament continues the argument that almost derailed last year’s ICC Champions’ Trophy and there are important lessons to be learned for all sports.
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