The future of corporate sponsorship of Sport?

Tomorrow I am going to watch cricket at The Oval. The game is West Indies vs South Africa, and it is part of the ICC Champions Trophy.

When I received my tickets I also received a letter telling me what food and drink I was and was not allowed to bring.

What the hell“, I thought?

I did some research and it seems that the sponsors of the tournament don’t want rival products to be consumed at the match.

There is also an alternative theory that it’s done to stop so called “ambush marketing” where a rival sponsor will smuggle in food and drink then prominently display it on TV.

I mostly don’t care as I don’t drink fizzy drinks and can live without eating crisps for the day, but they’re even restricting what brand of water I can bring. Plus they use the word “snacks” which is ambiguous and could be argued to mean any food at all.

So I’m gonna chance my arm with the snack police and take some bread, cheese and ham (all repacked in silver foil).

Will see if I’m forced to eat it all at the gate before they let me in.


I changed my mind and decided not to take any food after all. This was prompted by the radio coverage of the England match the day before, where I heard that half the crowd missed the start because of bags being searched at the gate.

As it turned out though, I wasn’t searched at the gate at all, and I saw lots of people eating food that they’d brought in with them.

Bunch of arse I say.

2 thoughts on “The future of corporate sponsorship of Sport?”

  1. really???!!! that is absolute tosh!! long ago are the days where they all make their money from our enjoyment of the sport – not the other way round!! How did they plan to enforce such a farcicle piece if nonsense? its disgusting, it really is.

  2. Only a few years ago you were allowed to take as much beer as you could carry into the cricket. This was a practice which was clamped down on more recently, partly because everyone was plastered by about 2pm, but also it meant that you weren’t buying pints in the ground at £3 a go.

    When this rule was first introduced, our solution was to pack a cool box full of lager, and then put a thin layer of sandwiches over the top. When they checked the cool box at the gate, they just assumed that we were going to be very well fed that day, and weren’t even suspicious when it took two of us to lift the ‘sandwiches’ over the turnstile.

    Now it seems that you can’t even take your own food in – maybe take in a box of food under a layer of newspapers?

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