The International Cricket Council today confirmed that it would be ruthless in guarding against ‘ambush’ marketing activities during the staging of cricket’s second major showcase tournament, the ICC Champions Trophy in England starting on 10 September 2004.
ICC Chief Executive, Malcolm Speed, said that the ICC and tournament host, the England and Wales Cricket Board, would be guarding carefully against products being brought into any of the tournament’s three grounds being used to create exposure or profile for an organisation that is not a partner of the ICC.
‘It is important that any sports body has the right to control what is being brought into their events. This right is important from both a safety and security point of view as well as in being able to protect the millions of pounds investment that sport’s commercial partners make to allow these events to take place,’ said Mr Speed.
‘In the case of the ICC Champions Trophy, it is not the intention to create hardship or difficulties for those cricket fans coming to the event simply to enjoy the cricket. Security staff for the event will be instructed to be sensible and sensitive in applying this policy to cricket fans coming to the games to enjoy the matches.
‘It is the absolute intention of the ICC to stop organisations ‘ambushing’ the ICC Champions Trophy to try and gain exposure or profile that they are not entitled to and we will ruthlessly ensure that this does not take place by guarding against products being taken into the ground with the intention of creating exposure or profile to the detriment of our global sponsors, LG, Pepsi, Hutch and Hero Honda.’
Along with the ICC Cricket World Cup, the ICC Champions Trophy is one of international cricket’s two major tournaments.
The event will see all 10 Test playing countries joined by Kenya and the United States of America in the One-Day International tournament between 10 September and 25 September 2004, with the 15 matches being played across three venues, Edgbaston in Birmingham, the Rose Bowl in Hampshire and The Oval in London.
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