BCCI has so far refused to sign the Members' Participation Agreement (MPA) of ICC. This is vital for ICC as ICC can sign contracts with sponsors regarding the ICC events for the period 2007 to 2015. BCCI is against the idea of ambush marketing. ICC feels that ambush marketing is important for increasing its revenue and then it can give this money to all the cricket associations around the world. Normally, I am highly critical of BCCI that they are too much concerned about money matter rather than focusing on improving the standard of cricket in India. However, as far as ambush marketing is concerned, I support the BCCI stance fully. Here are my reasons:
- Indian cricketers are the most popular in the world and that is why their interest should be taken into consideration first.
- The idea of ambush marketing is a terrible idea. It will destroy the fun of cricket among the supporters. Suppose, Sachin Tendulkar only has sponsorship agreement with Pepsi and Coke is a major sponsor of World Cup Cricket. Then during the world cup, the viewers would not be able to enjoy the advertisements done by their favorite player, Tendulakar.
- If cricketers cannot earn money from advertisements freely they will only feel disappointed.
- If ICC and their sponsors compensate the loss suffered by BCCI and Indian players then it was ok but ICC is not interested to do it.
- India generates ‘more than 70 percent of the game's revenue.’ So, ICC should not take any decision that would harm Indian cricket.
I think that ICC should change its attitude and change the concept of ambush marketing altogether.
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