New Delhi: Indicating that it was working "behind the scenes" to resolve the contract row plaguing the World Cup, one of the official sponsors, Pepsi on Thursday said it was "willing to go to any lengths" to sort out the matter ahead of the mega event. "We are working behind the scenes to solve the issue. During the Champions Trophy as well, we especially flew to London to solve the contracts issue that cropped up.
Even now, most of the issues have been satisfactorily resolved," Vibha Rishi, president marketing told reporters. Pepsico chairman Rajeev Bakshi said he was in touch with all the players in the row - - ICC, BCCI as well as the players. "For the sake of Indian cricket and the cricket loving public, we are willing to go to any lengths to solve the issue," he said. Asked if Pepsi was willing to be flexible in its approach and allow rivals some leeway, Bakshi said, "We have been more than flexible, we have actually gone out of our way to facilitate dialogue so that the problem is overcome.
I think we have demonstrated more flexibility than expected." "We have most of the Indian players with us, we have the ground sponsorships, so we are being very flexible. We have extended out support to all the factions, including the ICC and the BCCI and we are hopeful that the whole event will be a total success," Bakshi said.