The "pay stoush" between Cricket Australia and the players union has "entered new territory, with the latter seeking to help players directly negotiate sponsorship deals," according to the AAP. With the existing memorandum of understanding set to expire on June 30, the "latest offensive" from the Australian Cricketers' Association suggests a new deal remains "far from being struck." Senior players have "warned the summer Ashes series could be compromised if CA declines to meet their requests." The ACA plans to establish a new business to "manage players’ intellectual property and marketing rights if a deal cannot be reached before the deadline." This would effectively "allow potential sponsors and broadcasters to negotiate with players in the interim without going through CA, whose control of those rights fall under the current MOU" (AAP, 5/25). In Melbourne, Jon Pierik reported the ACA unveiled plans to "form a new business," The Cricketers' Brand. This business would "house the marketing and media rights of players that currently are owned by CA." Under the plan, "almost all" of Australia's int'l male and female players have already agreed to sign over their name, voice, signature, trademarks, images, likeness and even "performance" to the new company run through the ACA by former cricketer Tim Cruickshank. The company would "also run player interviews, appearances and promotions" (THE AGE, 5/24). REUTERS' Ian Ransom reported ACA Commercial Manager Cruickshank said that the company would "work with players and their agents to set up a commercial framework for their image rights." He said, "What this means practically for broadcasters and sponsors is that they can seek to establish a more direct relationship with the players through The Cricketers’ Brand which we hope will enhance those partnerships for further mutual benefit. This is about securing a fair share for the men and women who play the game by taking greater control of their own intellectual property" (REUTERS, 5/24).