Four months after it was first put out, members of Team India have woken up to the fact that some of the lucrative advertisement and/or endorsement deals they have signed ahead of the 2011 World Cup that gets under way later this month could present a threat to their earnings thanks to an advisory issued by the game’s governing body. With the International Cricket Council long having closed deals with its major sponsors under the proviso that their commercial interests would be protected at all costs before, during, and immediately after the World Cup to be played in three countries in the subcontinent, the restrictions it imposes on players endorsing products in competition with the official sponsors are binding, and the possibility of a likely clash of interests high. For its part, the ICC is quite clear on the matter, after having been bitten once in the run-up to the 2003 edition of the tournament in South Africa. Then, the clauses were even more biting player images endorsing rival products off-limits for one month before and after, besides during the event itself. The ensuing hue and cry, particularly from the top Indian players, led to a late compromise being thrashed out, but the matter is now back on centre-stage. Said the ICC in a circular sent around to all 14 participating nations at the World Cup, “Any squad member who knowingly or unknowingly breaches the squad terms may face sanctions ranging from financial penalties through to being excluded from continued participation in the event. During the period of seven days prior to the first match of the event and the departure date of the team, squad members may not allow their name, likeness or image to be used by any third party in any advertising or endorsement (or for any other commercial purpose) wearing team kit, team uniform or practise kit (or any other clothing confusingly similar thereto). Squad members may not display the branding, marks or insignia of any third party (apart from an approved kit manufacturer, team sponsor or team logo) while on the field of play.” Reacting to this, a group of senior Indian players led by Sachin Tendulkar met Indian cricket control board boss Shashank Manohar in Mumbai two days ago seeking clarity on the restrictions and how and where they would apply to those of their sponsors who are not on the ICC’s bandwagon. In one sense, the international body has left a loophole open in allowing endorsements from rival companies in the form of the “wearing team kit, team uniform or practise kit” clause, which allows players to support or promote products if they wear whites or “civilian” clothing. In itself, this is a big step forward as is the curtailing of the time period from over three months to a maximum of approximately 56 days. While it was only natural to expect the ICC to seek and protect its commercial interests, what is intriguing is the late realisation by the Indian players that the restrictions could impinge on their ability to endorse goods and services promoted by corporates in competition with the ICC’s backers. With the tournament nearing by the day and the consequent frenzy around it growing, almost anyone with something to promote is jumping onto the players’ bandwagon. Side by side, the ICC has tweaked the format of the tournament to prevent the sort of disaster that hit the 2003 event in the West Indies where India and Pakistan were first-round casualties, leading to a steep slide in viewer interest in the biggest market in the cricketing world. This time, there should be no such hiccups, which is why both the ICC as well as the cricketers will be hoping that an amicable solution will present itself over the next few days.