The England and Wales Cricket Board ‘ECB’ has trademarked key-terms relating to the upcoming Ashes test series against Australia, in an attempt to kerb ambush-marketing by non-sponsors.
Rising to prominence in last summer’s Olympic Games, ambush-marketing is where a non-sponsor attempts to make financial gain by associating themselves to an event or competition.
LOCOG described its brand for London 2012 as 'its most valuable asset', a factor that is also true for many other events.