Sports Sponsorship - The 'Cricket Ambush Marketing' Controversy

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG046 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Advertising and Promotion
Case Length : 11 Pages
Period : 2002
Pub Date : 2003
Teaching Note : Not Available
Organization : International Cricket Council, LG Electronics, Britannia, Philips India and HPCL
Industry : Media and Advertising
Countries : India


The case examines the concept of sports sponsorship and how ambush marketing has become an integral part of such sponsorship. The reasons underlying the increasing use of ambush marketing tactics by companies during sports events are analyzed. The case discusses in detail the dispute between the International Cricket Council (ICC) and Indian cricketers in late 2002 regarding certain anti-ambush marketing clauses that restricted players from endorsing the products of companies other than the official sponsors chosen by the ICC. The case also examines the role of the Board of Control for Cricket in India (BCCI), the official sponsors as well as the ambush marketers in the dispute.


Understand the concept of ambush marketing in the context of the sponsorship of sports events, and examine the different types of ambush marketing.


  Page No.
The ICC/BCCI/Cricket Players/Corporates Tussle 1
About Ambush Marketing 2
The Defiant Cricketers & The Troubled Companies 4
Companies in Trouble -Yet Again 5
Who Will Win The Match? 7
Exhibits 10


Sports sponsorship, ambush marketing, sponsorship, companies, International Cricket Council, ICC, Indian cricketers, 2002, anti-ambush, marketing, restricted players, endorsing, official sponsors, Board of Control for Cricket in India, BCCI

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