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Tuesday, Sep 28, 2021
Outlook.com

All Out For No Loss

The ICC's sponsorship rule threatens to jeopardise world cricket.

All Out For No Loss
Pradeep Mandhani
All Out For No Loss
outlookindia.com
-0001-11-30T00:00:00+05:53
What do cricketers do when the International Cricket Council (ICC) signs up heavyweight sponsors for its major tournaments and then protects them from "ambush" advertising by rivals? They revolt—as cricketers around the world did last week, refusing to sign contracts prohibiting them from endorsing their ‘rival’ products before, during and after the tournaments. The face-off is the worst crisis in what has been a tumultuous year for cricket—the contract fracas threatens to nix the ICC Champions Trophy in Sri Lanka next month and the World Cup in South Africa.

As this report goes to the press, with the ICC, cricket boards and players wrestling to reach a compromise, what went unnoticed was the silent arrival of media baron Rupert Murdoch in the world of cricket. In fact, he’s reportedly the brain behind the idea—where players give up their right to honour their existing sponsorships and contracts if they clash with those sponsoring the tournaments they are playing in.

It all began two years ago when Global Cricket Corporation (GCC), a consortium owned 50:50...

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