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A strategy in which a brand connects itself with a major sporting event without paying sponsorship fees, ambush marketing entered cricket's lexicon before the 2003 World Cup. Since then, its significance has grown along with the game.
Sign by Sunday or stay out, IPL tells Australians
World Cup to be free of sponsorship disputes
A crisis of credibility
What is... Hyper Parenting
Court bans Lee's Unwired image
Showing 1 - 5 of 5
Sarfaraz Khan smashes fastest List A half-century by an Indian
Australia's ageing group keen for 2027, Smith unsure whether he'll get there
Tilak Varma ruled out of first three T20Is against New Zealand
Stats - Starc emulates Botham after 40 years; Head's rare 600-run feat
Khawaja 'grateful' after Test goodbye despite imperfect fairy-tale finish
Karma for Culture Club as ill-disciplined England get the Ashes they deserve
'It's more of a future thing' - why Glenn Phillips bats left-handed sometimes
A part but apart: why Usman Khawaja was an Aussie cricketer like no other
A year in fast-forward: shorter games, quicker results, Starc contrasts
Bangladesh bans IPL broadcast over Mustafizur row