English cricket's governing body today banned brands from using the words 'The Ashes' in their marketing campaigns this summer.
The England and Wales Cricket Board (ECB) and Marylebone Cricket Club (MCC) warned that they would take legal action against any brands that attempt ambush marketing tactics during the eagerly anticipated Ashes series in England this summer.
The move to protect official sponsor Investec outlaws marketers from mentioning The Ashes or showing a picture of the historic Ashes Urn trophy in their ads. Both are registered trademarks of the ECB and MCC.
In a statement they said: "Both the ECB and MCC will be monitoring unauthorised use of “The Ashes” word mark, “The Investec Ashes Series” mark and the image of the Ashes Urn and will take such legal action against offenders as they deem necessary to protect their rights in and to their marks."
John Perera, the ECB's commercial director, added: “We are committed to protecting the rights of our commercial and broadcast partners which fund our game.”
Ambush marketing has become a thorny issue for sporting venues and organisers in recent years, as non-sponsors increasingly try to piggyback on the popularity of big events without going down the costly road of paying for official sponsorship rights.
London 2012 organisers were derided as 'brand police' for their overzealous enforcement of ambush marketing rules last summer. In one memorable episode they told a bakery to remove its window display of bagels shaped like the Olympic rings.
Arguably the most prolific ambush marketer of recent times, Paddy Power, told The Drum it would take heed of the ECB's advice.
A spokesman said: "We will of course take the advice from the MCC and ECB on using The Ashes in marketing very seriously – we’ve cancelled this summer’s brand team barbeque to prevent Ashes being illegally associated with us and we will be confiscating all staff DVD copies of hit show Ashes to Ashes immediately.”
The 2013 Ashes series between England and Australia gets underway on 10 July at Trent Bridge in Nottingham.