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ICC cracks down on ambush mktg during T20 World Cup

12-September-2012
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ICC cracks down on ambush mktg during T20 World Cup

The International Cricket Council (ICC) has stepped in to prevent radio stations and brands from resorting to ambush marketing during the ICC World Twenty 20 tournament, to be played in Sri Lanka from September 18 to October 7, 2012.

In an official communication sent by ICC to the Association of Radio Operators for India (AROI), it stated: ‘The exclusive rights holders for radio/ audio stream services across all mediums, including the Internet, in India are Big FM and AIR.’

Another point in the statement reads, ‘Other than International Management Group (IMG) and its licensees, Big FM and AIR, no entity operating or making available radio/ audio stream services is entitled to use ICC names, ICC marks and ICC proprietary content, claim official association or commercially associate in any other way, either expressly or impliedly, including through marketing promotions, contests, advertising, score updates or other commercial activity (including by monetising any of the ICC Proprietary Content), with the ICC or the ICC World Twenty20 Sri Lanka 2012.’

It further states that legal recourse could be taken of AROI member agencies fail to adhere to the stipulations laid down by the governing body.

The biggest rider is that member agencies AROI cannot undertake any unlicensed commercial exploitation or selective commercialisation of ICC proprietary content through third party sponsorship and presentation of the same.

Lauding the initiatives taken by ICC, Tarun Katial, CEO, Reliance Broadcast Network, which owns Big FM, said, “In an extremely encouraging move, ICC has decided to come down on anyone misusing content to offer packages to advertisers. As radio partners, we look forward to offer consumers the best possible entertainment package with exclusive and highly engaging content, while offering marketers an approved and ethical platform by which they can reach out to their audiences.”

Big FM is all set to roll out some highly engaging entertainment during the course of the ICC World Twenty 20 tournament. As official radio partner, Big FM will deliver content with high audience engagement, bringing immense value to the brands and advertisers who have associated with the radio station.

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