As World Cup starts, ICC releases stringent advisories for brands
ICC World Cup starts, the global cricket body has released a series of stringent advisories and guidelines for brands, sponsors and partners leveraging the tournament, clamping down on all unauthorised associations.
The clampdown comes amid dozens of brands across sectors including consumer goods, e-commerce, travel, gaming, hospitality and others firming up associations with the mega event.
“It is evident that many people are eager to use the ICC IPR (intellectual property rights) to boost their business activities by marketing their products in connection with the event. The ICC is aware of businesses seeking to gain an unauthorised association with the event,” the ICC or the International Cricket Council, wrote in detailed updates on its website.
ICC’s sponsors include MRF Tyres, Booking.com, Mastercard, Bira, Thums Up, Nissan, Oppo, Royal Stag and Dream 11.
Sponsors on broadcasting partner Disney Star, on the other hand, include PhonePe, Mahindra & Mahindra, Dream11, HUL, Coca-Cola, Pernod, Booking.com and Diageo.
“The ICC names and marks cannot be used on goods, in business names or in advertising or promotions without a licence from the ICC. It is also unlawful to falsely represent or imply any association, affiliation, endorsement, sponsorship or similar relationship with the event,” the global cricketing body defined, adding that licence and authorisation will only be given to official sponsors, partners, licensees and non-commercial partners.
In the past, there have been high-profile examples of ambush marketing by brands, such as PepsiCo's 'nothing official about it' campaign which stole the thunder from official World Cup sponsor Coca-Cola.
