ICC to guard against ambush marketing

The International Cricket Council (ICC) has said it will be ruthless in guarding against what it calls ‘ambush’ marketing activities during the ICC Champions Trophy –running from 10-25 September at three venues across England.

Anyone who has purchased tickets for the Trophy matches at Edgbaston, The Oval or Southampton will receive an official list of acceptable snacks and soft drinks that will be allowed in the stadiums – those manufactured by the Trophy’s sponsor, Pepsi.

Any food or drink that does not appear on the official list will be confiscated outside the stadium by security guards to avoid ambush marketing by companies which are not ICC partners. Once inside, anyone caught with unofficial beverage or food brands could face being ejected from the stadium.

Pepsi brands such as Abbey Well mineral water, 7-Up and Tango will be permitted, as will Walkers crisps.

Last year’s cricket World Cup in South Africa had similar brand restrictions in place.

ICC chief executive, Malcolm Speed, said: “It is important that any sports body has the right to control what is being brought into their events.

“This right is important from both a safety and security point of view as well as being able to protect the millions of pounds investment that sport’s commercial partners make to allow these events to take place.” Details: www.icc-cricket.com