Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Ambush marketing in the context of the sponsorship of sports events.

Keywords

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