Zero Friction hasn't signed up again after runaway 2007 success The Hong Kong Sixes has won worldwide recognition, with the International Cricket Council (ICC) picking it as the best promoted and marketed tournament last year. But the company behind that promotion - Zero Friction - has not signed up again for this year's event. At the ICC Development Programme annual awards this week, the Hong Kong Cricket Association won the Best Cricket Promotion and Marketing award for the Hong Kong Sixes. 'It is a big accolade and we're very pleased with it. This recognition will raise the profile of the tournament even more,' said a happy HKCA chairman Clive Howard yesterday. Howard conceded that Zero Friction - which was mainly responsible for introducing an All Stars team and selling live television rights to the subcontinent - played a big part in the ICC success. 'It was largely due to the initiative of Zero Friction. But they have not come back to us with the intention of continuing. We have not spoken to them and are now in negotiations with other potential parties,' added Howard. The annual event will be played on November 8-9 at the Kowloon Cricket Club. Last year, the HKCA welcomed Zero Friction aboard and the company turned the popular event into a resounding success by attracting a high-profile All Stars team, captained by Shane Warne and including Brian Lara, Glenn McGrath and Anil Kumble. The tournament was also shown live for the first time on ESPN-Star TV and was a massive hit. But apparently the relationship turned sour due to guaranteed payments to the HKCA being delayed. This has resulted in local officials deciding to pull out of a tentative agreement to sign up with Zero Friction for a further seven years. 'The door is still open for them. We may, or may not, have a new promoter. But whatever happens, the tournament will go ahead. If we don't have a promoter, we will run it with the help of other parties,' promised Howard. Zero Friction boss Harsh Sabale was unavailable for comment. The HKCA is also currently talking to blue-chip companies Cathay Pacific and Standard Chartered over the title sponsorship. Their term ended last year and they have still to sign on again. Meanwhile, there is a question mark on the return of players like Lara and Heath Streak with the All Stars this year as both have signed on with the 'rebel' Indian Cricket League (ICL). 'We don't know if their involvement with the ICL will have negative repercussions. Players who signed on with the ICL have been banned by their countries and we don't know how that will impact on the Hong Kong Sixes,' added Howard.