Format changed for financial success : Shetty

The 2007 World cup was a financial disaster. The main causative factor for that debacle was the early exits of the financial powerhouses of cricket, India and Pakistan.

The tournament director Shetty says the format was changed in this edition. This format ensures that the major teams go through to the quarter finals.

When India and Pak clash, the viewership will be maximum. If India and Pak exit early, as it did in 2007, the financial aspect of the tournament will collapse.

Asked by newspaper reporters whether the format was changed for the cricketing superpowers, Shetty said he cannot say no !

1500 crores are invested by sponsors and many sponsors have signed up. The ICC said it will protect the sponsors from ambush marketing.

Regarding Ambush Marketing, Lorgat, the CEO of ICC said " The stating point is that we will do everything necessary to protect rights of our commercial partners."

Ambush Marketing has been defined as a strategy wherein advertisers get advertised without paying any fees.

ICC has imposed restrictions on cricketers not to appear for any brands, which are archrivals of the WC sponsors. "We have a large team looking into it", said Lorgat.

The ICC has already signed sponsorship deals with LG, Reliance, Pantaloon, Sony, Pepsi, Reebok, Hero Honda, Emirates, Yahoo, Castrol and Money Gram.

Hyundai Motor India Ltd was also roped in on Tuesday, as an official car partner for the event, which will extend to the WC of 2015. HML will be spending 200 crores for promotional, advertising, marketing and ICC sponsorship.

Lorgat said that he expects more sponsorship revenues during this World Cup than during the last one.