The Interna-tional Cricket Council has pointed a finger at Bangladesh for ambush marketing during the recently-concluded World Cup, said the officials on Sunday.
‘We have received a report from the ICC mentioning some attempts of ambush marketing in Bangladesh,’ said Ali Ahsan Babu, the host tournament director of World Cup local organising committee.
Babu, however, refrained from naming any company which attempted ambush marketing, a strategy whereby the advertisers try to gain mileage out of an event without paying any sponsorship fees.
ICC was pledge-bound to protect the rights of its global sponsors – Reliance Communications, LG, PepsiCo, Reebok, Hero Honda, Emirates, Yahoo, Castrol and MoneyGram during the World Cup.
As part of their promise they have banned a product similar to those of their sponsors from advertising in the World Cup venues. The companies other than the sponsors were also not allowed to use the event in their promotional activities.
Officials said the ICC has evaluated the performance of the three co-hosts – India, Sri Lanka and Bangladesh – and prepared a report on their performance.
While Bangladesh was hailed for their hospitality and many other efforts, its inability to prevent ambush marketing was criticised by the games’ oversight body.
-With New Age input
