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Subject category: Marketing
Authors: A Mukund; K Subhadra
Published by: IBS Center for Management Research
Published in: 2003

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 analysed. 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. The case is designed as to enable students to: (1) understand the concept of ambush marketing in the context of the sponsorship of sports events, and examine the different types of ambush marketing; (2) examine ICC''s reasons for offering ambush marketing protection to its official sponsors in 2002 and to study the role of the ICC and BCCI in the whole episode; (3) understand the Indian cricket players'' reasons for refusing to sign the contract with ICC and implications of the contracts for players; and (4) understand the importance and necessity of anti-ambush marketing laws in the field of sports sponsorship (especially for cricket matches). The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing management elective curriculum. The teaching note does not contain an analysis of the case.
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2002-2003

About

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 analysed. 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. The case is designed as to enable students to: (1) understand the concept of ambush marketing in the context of the sponsorship of sports events, and examine the different types of ambush marketing; (2) examine ICC''s reasons for offering ambush marketing protection to its official sponsors in 2002 and to study the role of the ICC and BCCI in the whole episode; (3) understand the Indian cricket players'' reasons for refusing to sign the contract with ICC and implications of the contracts for players; and (4) understand the importance and necessity of anti-ambush marketing laws in the field of sports sponsorship (especially for cricket matches). The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing management elective curriculum. The teaching note does not contain an analysis of the case.

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Location:
Industry:
Other setting(s):
2002-2003

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