[an error occurred while processing this directive]Mumbai: Auto majors Fiat India Ltd and TVS Motor Company Ltd, main sponsors of Sachin Tendulkar, have decided not to air their television and print commercials featuring the batting maestro, during the ICC Champions Trophy, beginning in Sri Lanka on Thursday. "Our association with Sachin is very long. He is our brand ambassador and we don't want to embarrass him by airing commercials that could put him in trouble. We also have decided to re-strategise our ads for coming World Cup," Fiat India director (commercial) Vijay Chandorikar said on Wednesday.He said the company was not very clear about the contract that Sachin had signed with the ICC over sponsorship, but in order to support the master blaster, Fiat will not air any of 'Palio' advertisements featuring Sachin.

Similarly, TVS Group's TVS Motor Company made an official announcement on Wednesday afternoon stating it had waived off the contractual agreement clause for Sachin, whom they had signed up as a brand ambassador last February, for duration of the 'Mini World Cup'. "In our opinion ICC's demand is legally untenable and it cannot be enforced, but in order to support Sachin we will be off air, both TV and print from September 12 till October 14," general manager Harish Krishnamachar told reporters. Tendulkar, in a video message, said, "In this tough period, TVS has helped me play cricket without any pressure. I am happy that my sponsors are backing me." Krishnamachar said Sony Entertainment Ltd, which has exclusive rights to telecast the championship, had also agreed to 'cooperate' with TVS Motor during the period.

Extras:
ICC raises fresh controversy, bans Sahara logo

Tags: icc 2002, icc champions trophy, india, new zealand, premadasa, sri lanka, pakistan, australia, england, bangladesh, , zimbabwe, kenya, netherlands, west indies, south africa, semi final, finals, scorecards, statistics, ground.