Coca-Cola, has termed the contract rival Pepsi and other sponsors and corporates who have signed with the International Cricket Council (ICC) as “onerous”.
According to Alex Von Behr, chief executive officer of Coca-Cola, this is a much more onerous condition than the one which is applied in other major international sporting events like the World Cup Soccer.”
He added that it was normal for players in other global sporting events to sign advertising contracts with brands, which are competitors to the official sponsors of the events.
Pepsi being one of the global sponsors apart from LG Electronics, Coca-Cola may be forced to withdraw commercials featuring the latest Indian cricketing sensation Virender Sehwag.
Pepsi, on the other hand, has signed up almost the entire cricket team, including the top three players — Saurav Ganguly, Sachin Tendulkar and Rahul Dravid — to endorse its brand.
Behr declined to comment on the company’s relationship with Sehwag, but said he hoped “the players would come to some kind of agreement”.