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Richa Mishra
Neha Kaushik

NEW DELHI, Aug. 15

EVEN as controversy seems to dog cricket, companies are putting up a brave face against the International Cricket Council's (ICC) recent directive.

The directive disallows players from endorsing products of companies which are in direct competition with the sponsors of the ICC tournaments.

Even as BCCI is expected to take a decision soon, the companies involved have said that they will stand by the decision of the players.

"We are going to support the players in any position they take as this whole issue is between the two boards,'' a Samsung India official said.

"The company on its own is not putting any pressure on the players and would rather wait for the final decision of BCCI,'' the official said. The controversy has arisen following the refusal by the Indian team to meet the contractual obligations with the ICC.

As per the ICC directive, the players having endorsement or advertising commitments with local or multinational companies clashing with ICC's sponsors cannot be selected to play in tournaments organised by the world body.

Commenting on the whole issue, senior BCCI officials said that the players should keep personal interest aside and keep the larger picture in mind. Apart from the Indian team, those affected by the decision include teams from Australia, New Zealand, England and Sri Lanka.

The companies sponsoring the ICC trophy to be held in Sri Lanka next month are LG Electronics, Pepsi, Hero Honda and South African Airways and the companies which will be affected are those which are in direct competition with the above mentioned.

When contacted by Business Line, Sahara India, the official sponsor of the Indian Cricket team declined to comment on the issue stating that the matter was one between the two boards.

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