Standing Up For Their Rights

In our country where cricket is not just a game its religion, the BCCI (Board of Cricket Control in India) has been very effective in the marketing of cricketing events. Today everything connected with Cricket is considered a “Property” of the BCCI and used as an instrument of “licensing for a fee”. This has been possible because of excellent Brand management of BCCI. The high brand value of Indian Cricketers is not only due to their competence and performance and ICC rating but BCCI’s positioning of the Cricketing events as well. The BCCI is one of the strongest members among the ten full members of ICC. Since the BCCI provides a platform to the individuals to build their career and individual brand, BCCI expected that the player will do everything as per their guidelines. But the opposite happened players were more concerned about their individual agreement with the sponsors. Keeping the concerns of the players in mind the BCCI proposed them to sign the agreement only for the Champions Trophy, after which it promised to take up the matter with ICC (Perhaps BCCI realised the fact that most of the players are having individual contract with several different sponsors and signing the current deal will lead to several undesirable consequences). Players still refused to sign by giving their arguments.

The ICC also behaved in similar to the BCCI without consulting the stakeholders with the assumption and belief that they are the international governing body for cricket so everything they will say the members will follow. As this was the prevalent practice earlier. Perhaps ICC also believed that the existence of BCCI and their phenomenal success is because of their association with ICC. The degree of importance of ICC or BCCI can’t be denied but as a parent organisation their behaviour towards the stake holders was really questioned by the Indian players. I am not covering the player’s perspective because I have similar views as given by other participants.

The key learning we can have from our heroes even if they had an agreement with BCCI it can’t rule their own fundamental right to their involvement in off the job activities. Also there may be certain clauses which can be self contradictory as mentioned by the players that "The ICC restrictions are overly broad, covering not just the Champions Trophy but thirty days before and after. In the present case, therefore, by simply signing the contract, the ICC could already allege breach," the players said, pointing out that less than one month remained for the start of Champions Trophy. Also one should Never ever underestimate own brand value and rights at the same time one must keep the individual professional commitments. When all the players raised the issue together they have a unique strength which made the BCCI to consider the issue seriously. Similar situations may arise in real life IPR issue related with employee & employer at work place as well. It becomes very difficult for an individual to raise their voice so collective efforts can result in better deal. An average employee in traditional sectors is not good at managing his/her own brand and neither has much knowledge about IPR related issues and also the language used in the agreement. I was not aware about IPR related issues despite working for almost five year now I able to relate the issue being discussed to the real life situations.