MUMBAI: In the past there has been a controversy over ambush marketing tactics at the International Cricket Council (ICC) events. This refers to a company using an event to create further awareness for its product while not being an official partner.

In the wake of this, ICC has announced that it will not leave any stone unturned in guarding against 'ambush' marketing activities during the the ICC Champions Trophy in England from 10 September 2004. In India the event will air on Max.

ICC CEO 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. The aim is to prevent a non ICC partner from using the event to create exposure or improve product profile.

Speed added, "We will guard 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. 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," Speed said.

"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," Speed concluded.