Dennie Quill, Contributor
MY ATTENTION was drawn to a news item on the Internet earlier this week relating to a quarrel between two regional beer distributors over the right to sell their products at the recently-ended One Day International between the West Indies and Zimbabwe at Bourda Oval in Guyana.
The combatants were Banks DHI, makers of Carib beer of Guyana, and Ansa McAl, a major conglomerate in the twin-island republic of Trinidad and Tobago, who are the manufacturers of Carib beer.
The report said lawyers repre-senting Banks DIH beer were in the process of filing contempt proceedings against the president and executive committee of the Georgetown Cricket Club (GCC) for flouting a court order which would have seen Banks and Carib beers operating side by side on the mound during last Sunday's match.
Lawyers for Banks said an injunction was in abeyance after it was agreed in March this year that both distributors would operate side by side. The lawyers said they returned to court in May to seek to enforce the injunction when an agreement was worked out between both sides to share the area for selling their products.
The legal arguments aside, the fact that two CARICOM competi-tors could not be accommodated on the same cricket ground puts the whole idea of sponsors building fan base via brand loyalty into sharp perspective. For Banks beer to be refused entry to the cricket ground in its own country shows just how fierce corporate rivalry can become.
ALL ABOUT SPONSORSHIP
Yes, it all comes down to sponsorship, which is the lifeblood of the sports industry. And sponsors have learnt how to exploit sports because fans can be counted on to spend enormous amounts of money on branded merchandise. Celebrities, athletes and teams are receiving millions of sponsorship dollars every day, sometimes for the wrong reasons, but that's the reality of our times. And I predict that as more and more companies try to use sports sponsorship to ignite their marketing efforts and build brand loyalty, things are going to become far more complicated.
Without the support of corporate bodies, it would be impossible for sports to be advanced, particularly in the Third World where most sporting associations can only claim fragile finances and government support is limited. So, it is to the private sector that many teams go in search of support.
SUPPORT FROM SMALL OPERATORS
The West Indies Cricket Board, which has not always displayed financial savvy, would not be able to accomplish much without corporate sponsorship. However, we hope the negotiators are taking into concern the expectations of small operators, craft vendors, etc., in the region and will ensure that they, too, can get even a few crumbs from the big table.
Already there are talks about multimillion-dollar sponsorships and other commercial deals which appear to shut out all others. It would be a shame if big businesses were to step in and crush small-timers solely because of strength of cash. The vendors who depend on big events to make an extra dollar to look after their families may have to douse their optimism when the realism of big sponsorship starts to take shape. So where are the spin-offs that we hear so much about?
On a relevant note, it is commendable that the West Indies Cricket Board will be handing out complimentary tickets to retired players. May I suggest that they don't forget our umpires? There can't be too many of them around, and they too deserve recognition.
Dennie Quill is a veteran journalist who may be reached at denniequill@hotmail.com.
