The ICC has announced that Sachin Tendulkar

The ICC has announced that will star in a special ICC Cricket World Cup 2011 marketing campaign.

The campaign, which will be launched next month, will see Tendulkar, who was announced in November as an ambassador for the ICC Cricket World Cup 2011, feature in a series of advertisements to raise the profile of cricket's flagship event.

In his role as tournament ambassador, he will be called upon to promote and support a variety of ICC initiatives for the tournament, which is the third biggest sporting event in the world and will take place in Bangladesh, India and Sri Lanka from 19 February to 2 April next year.

"When I got to know that the ICC wanted me to be the event ambassador for the 2011 World Cup, I was really excited and I didn't know how to react," said Tendulkar.

"I grew up watching various World Cup matches and when you actually get approached by the ICC and they want you to play a special role in this event it is absolutely flattering. I am truly honoured and I am looking forward to this event."

ICC Chief Executive Haroon Lorgat said that he was delighted to have Tendulkar involved in promoting the ICC Cricket World Cup.

"Sachin is perhaps the top player in the world today. He is revered not just in India but across the globe. The World Cup is the World Cup - it is the flagship event, the cup that counts, and if you match the player, , with the event, then you have a fantastic fit," said Lorgat.