This might happen and some sort of the does happen in Cricket. During the Cricket world cup the TV channel showing the event isn't allowed to show competitor's

This might happen and some sort of the does happen in Cricket. During the Cricket world cup the TV channel showing the event isn't allowed to show competitor's ads. Also, the players are not allowed to be part of any kind of competitor ad for the entire duration of the tournament. And yes, the English are used to this.