Television

ICC and cricketers: Heading for a confrontation on sponsorships?

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/03/01/Untitled-1_2.jpg?itok=XdwugUbE

A battle royale is expected to ensue in the cricketing arena. And it's not to do with what's happening on the cricketing pitch. It's more to do with the commercial transactions that have gone to make the game the money-spinner that it has become.

On one side are the game's governing body the International Cricket Council (ICC) and the Board of Control for Cricket in India (BCCI) BCCI. On the other side are India's top-notch players, Indian audiences, advertisers and sponsors who have made the players ambassadors and endorsers of their brands.

At stake are deals worth millions of dollars that have been struck by all the players involved. In 2000, based on agreements in place for the 1999 World Cup, all Boards, through the ICC, agreed to a number of sponsorship and personal endorsement restrictions in return for $US550 million for the commercial rights to ICC events through until 2007. The ICC is to distribute a record $US102 million of this income to the Boards and the players from the ICC Champions Trophy and the ICC Cricket World Cup 2003. The commercial partners who did the deals then include: South African Airways, Hero Honda, Pepsi, and LG.

The ICC late last night advised all the national cricket boards that it would not change the ambush marketing protection given to the ICC's commercial sponsors. In a letter, the ICC CEO Malcolm Speed stated that the ICC is protecting its commercial partners by ensuring that their competitors are unable to associate with the event.

"Every major sporting event provides protection to their partners and anyone involved in elite sport would recognise that this is an essential component of being able to stage these events," says Speed.

What the ICC's decision means is that if Sachin Tendulkar chooses to play for India in the ICC tournament he may have to endorse Hero Honda products, when he already has an advertising contract with two wheeler maker TVS. This is not something, which may be acceptable to either TVS or Sachin. So that leaves him with the other option: drop out of the squad. Which puts him in a further bit of bother as the ICC has said that the best cricketers have to be sent for the tournaments.

Other cricketers who may be in a spot of bother include: Saurav Ganguly, Rahul Dravid, Virendra Sehwag, and Anil Kumble - all of who are on the endorsement circuit and have been paid crores of rupees for this.

Recognising the problems, the Federation of International Cricketers' Associations (FICA), which claimed to represent cricketers from almost 70 per cent of the cricket playing nations - excluding India, Bangladesh, and Pakistan - had been petitioning the ICC on the same ground since earlier this year, saying that because of ICC's commitment to sponsors, players may be forced to associate with products in competition with those they already endorse. Some of the players contracts pre-date the ICC's with its sponsors, FICA's CEO Tim May had then said, which was patently unfair.

The ICC had shot down FICA's plea saying it was not a representative union of cricketers world over. May had then said that he hoped he would be able to resolve the crisis by having the ICC change the ambush-marketing clause.

Last night's letter from Speed apparently has put paid to all those hopes. "The ICC is well aware of ambush marketing programs being developed in conflict with tournament sponsors. To change the agreement in the manner sought would dramatically undermine the essential protection ICC's commercial partners are entitled to enjoy," the letter says.

In the letter, Speed has pointed out that seven out of 10 Full Members have signed their Participating Nations Agreement (PNA) for the Champions Trophy and that all Full Member Boards have signed the PNA for the 2003 World Cup.

"Under this agreement, each Board is committed to sending its best team to these events and the ICC is expecting each Board to meet these commitments by securing their players agreement to participate," says the letter.

Speed highlights that the negotiation of payments and other terms and conditions for players is the responsibility of the individual Boards.

"The ICC has no direct commercial relationship with any player. Each Board must reach its own agreements with their players as to the terms and conditions that are acceptable to them to agree to represent their country," says Speed.

The fact that the boards are likely to side with the ICC has put the players on a bad track. Already, the BCCI has reportedly said that it will side with the ICC and it expects its players to follow suit. 

Will the players fall in line? TV audiences and the national cricket boards are hoping keeping national interests in mind they well may.

Brawl or Ball, only time will tell.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/aaj.jpg?itok=WTXjyKeT
Aaj Tak becomes the world’s first News Channel to be awarded YouTube’s ‘Diamond Play Button’

India’s No.1 news channel Aaj Tak creates history yet again! The prestigious ‘Diamond Play Button’ bestowed by YouTube, recognises Aaj Tak as the global no.1, the first and the only news channel in the world to have crossed the 10 Million Subscriber mark.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/news.jpg?itok=PDqQIFhw
News18 India launches campaign; asserts channel’s leadership

News18 India, Network18’s general Hindi news channel, recently launched a campaign with a humorous and quirky film to drive home its leadership position in the crucial primetime band in the highly competitive Hindi TV news segment.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/flix.jpg?itok=1RgvxTpA
Join Drac’s Pack on their cruise as &flix presents its next #FlixFirstPremiere ‘Hotel Transylvania 3: Summer Vacation’

It is seldom that you get to see the hilarious side to a monster trying to get himself a date with the help of a technological app like Siri! Have you ever seen a monster film that is full of fun, frolic, laughter, romance and adventure?

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/9xm.jpg?itok=ZerfjJqA
9XM On Stage with Salim Sulaiman

To celebrate the Republic Day week, 9XM - India’s most popular Bollywood music destination announces the launch of 9XM On Stage a splendid musical night created in honour of the Indian Armed Forces.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/pritam.jpg?itok=tVS2_5SL
Prime Focus joins hands with Pritam and Kwan to create JAM8

Integrated media services company Prime Focus Ltd has announced its collaboration with Jam8, a musical platform founded by Indian music composer/director Pritam, and KWAN, a talent management company to serve as a 360-degree creative solution provider for the M&E industry.

Television Production House Film Production
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/star.jpg?itok=Xao8ACOH
Star Movies Kids is the new kid on the block

A few years ago Star India decided to hive off some bits of its repertoire and focus exclusively on its main GEC Star Plus and the emerging sports scenario. Surprisingly, the channel is now taking a new turn by targeting the youngest viewers. As per industry sources, the Uday Shankar-led network is...

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/cn.jpg?itok=BRpRY0Oq
Zapak and Cartoon Network India partner to launch ‘Ben 10 - Alien Run’ mobile game

Anil D. Ambani led Reliance Entertainment’s Zapak, India’s leading Gaming Destination, in association with Cartoon Network India, rings in the New Year with an epic launch for fans and gamers alike, with Ben 10 - Alien Run Mobile Game.

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/makarskratni.jpg?itok=GEQT4q5A
Sony Entertainment Television makes Makarsankranti memorable for the commuters of Western Railway

The local trains in Mumbai are known to give a unique glimpse into the lives of Mumbaikars.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/atul.jpg?itok=WTNlgJrH
ZEE announces offer on Zee Family Packs, now at Rs. 39* per month

With the new tariff/pricing regime all set to come into effect from February 01, 2019 ZEE, the No. 1 television network of the country, announces attractive launch offers for its consumers. Zee family packs will be available for Rs. 39* only. This special launch offer has been devised for consumers...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories