[an error occurred while processing this directive]New Delhi: Sahara India Pariwar, the sponsors of the Indian cricket team, have changed the sponsorship logo for the Champions Trophy after the International Cricket Council (ICC) rejected the original logo citing conflict of interest with the official sponsors of the tournament. The new logo will now sport the name 'Subrata', after its managing worker and chairman Subrata Roy, instead of 'Sahara' and will be displayed on the leading arm of the Indian players during the 12-nation event in Colombo starting on Thursday."Apart from this (change of logo), we had the option of either withdrawing our sponsorship or take legal action. But in the interest of the game and not wanting to embarrass the players and the BCCI, we have decided to continue our commitment," Amar Singh, council director of Sahara India Pariwar told reporters on Wednesday.

The new logo has been forwarded to the ICC and the response is awaited. The logo still bears the tri-colour wings on the sides of the lettering but Sahara hoped the ICC would not reject it. "The ICC did not have any objection to the visual element but only to the lettering, so we hope it will not be rejected," Sanjay Lal of Percept D'Mark, marketing agency of Sahara, said. Lal said that Sahara were forced to change the logo after ICC and South African Airways took exception to the name 'Sahara' being displayed as a logo. "There was absolutely no conflict of interest. In fact, the contract with the BCCI was signed by the Sahara India Pariwar and not by Sahara Airlines. But they rejected any other logo - like Sahara Banking, etc - even the Hindi lettering of the name," said Lal. Asked about the compromise Sahara was making on its business interest, Amar Singh said, "It's a strategic compromise. Even though it's a zero-interest compromise, we did it out of national pride, out of our principle to promote sport and the game of cricket in India."


Extras:
ICC raises fresh controversy, bans Sahara logo

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