How about some ambush marketing !!

While Ambush Marketing in cricket has largely been reserved for the World cups,  the BCCI with its unflinching appetite for money ; apologies Massive Money, may just have stirred up a hornet's nest.

It's no secret that the Indian Premier League has consistently had various national and international brands as its official partners for various seasons, the 2013 edition offers something that is sure to stump the official broadcaster of IPL - Multi Screen Media (which owns the Sony Entertainment Network).

Star India has come on board, signing a deal worth  INR 60 crore, as the ‘On-ground Associate Sponsor’. Through this mode of sponsorship, Star India plans to promote its flagship channel Star Plus extensively via a post event award ceremony called as ‘Nayi Soch Awards’. With prizes on offer for every special achievement by a player on the field being awarded by leading characters of famous shows on Star Plus, this marketing tactic is sure to ruffle up the feathers of Sony.

Multi Screen Media (MSM) holds the Indian Premier League broadcast rights for ten years, which it bought for around INR 6,000 crore. With 9 teams playing a total of 75 matches in the current edition, it appears to be a smart and calculated move which may just end up giving rich dividends to the Star Group.

For the record, there is a certain rivalry attached to the biggest television networks in India. Last year, Sony and Star TV were amongst the bidders vying for the broadcast, internet and mobile rights for cricket in India. But, it was Star TV which bagged a six-year deal worth INR 3,850 crore, with the BCCI, narrowly pipping Sony, allowing it to telecast 96 international matches to be played in India till March 2018.

Anyhow, since all of this appears well within the guidelines put forth by the BCCI, it will be interesting to see the reaction and approach of MSM on this whole issue.