ICC to take on ambush marketers

The Champions Trophy is only three months away and the World Cup a little more than seven, but the ICC's thoughts have already turned to the subject that gave it so much adverse media during the last two such tournaments - ambush marketing.

The confiscation of drinks made by rivals to the official sponsors from spectators was one of the least edifying images in recent years, and the whole subject resurfaced during the football World Cup when fans were forced to remove trousers carrying the logos of a beer company not approved by the organisers.

ICC officials are in India to prepare for the Champions Trophy, and they have 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," Brian Murgatroyd, ICC media manager, explained, adding that official partners and sponsors would get "value for their money by investing in cricket."

The ICC is working out ways to circumvent potential issues but Murgatroyd simply said: "Just suffice to say that everybody would be watching and monitoring."

However, the ICC also acknowledged that endless commercial saturation on TV and at grounds also posed problems. "It's all about striking a balance between commercialism and giving value to the viewers and cricket lovers," Murgatroyd added.