The ICC Cricket World Cup 2003 pointed out today that anyone engaging in "ambush marketing" either before or during the tournament will face the full force of the law.

The South African Government has passed legislation that could result in company officials facing long-term jail sentences if they engage in this activity.

The legislation makes it a criminal offence to carry out ambush marketing and the ICC Cricket World Cup 2003 will be the first major event to benefit from this far-reaching law.

With the assistance of the South African Government and the South African Police Services, this event, which will be watched by 1,2 billion viewers, should have protection against ambush marketing never seen before at major events.

Mr Clifford Green, a lawyer acting for both the United Cricket Board of South Africa and CWC 2003 said: "The ICC and UCBSA are committed to protecting sponsors of this event and the new law gives them unequalled opportunities to act against unauthorised companies trying to use the event to gain exposure."

Ambush marketing can take many forms and using match tickets in competitions is seen as both ambush marketing and a breach of ticket conditions.

Said Mr Green: "Lengthy jail sentences could await individuals participating in ambush marketing activities. Furthermore the UCBSA has the ability to block unauthorised tickets from entry to the matches, for example tickets obtained through ambush marketing activities."

The new legislation provides the ICC and its commercial partners with yet another layer of protection following on from the recent success in Sri Lanka when a number of organisations were stopped from exploiting rights that they did not legally have at the ICC Champions Trophy tournament in September.

Mr Malcolm Speed, ICC Chief Executive Officer, said: "The investment that our partners are making in cricket is enormous, and the game and all its stakeholders are benefiting tremendously from the faith they are showing in the sport.

"This new law sends out a very clear message to any company that might be contemplating ambushing the event or its sponsors. In addition to any damages that they might be liable for, they are now risking jail if they act illegally."

The Global Partners of the ICC Cricket World Cup 2003 are LG Electronics and Pepsi. The Official Sponsors are Hero Honda and South African Airways.

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