Cellular service provider Vodafone Essar on Thursday said it has tied up with the official broadcaster of the upcoming cricket World Cup ESPN Star Sports (ESS) for live streaming of the matches on mobile phones.
As a co-presenting broadcast sponsor, Vodafone will enable its subscribers to see 'ball-by-ball' live coverage of 49 matches of the event that begins from February 19 onwards.
"The 2011 cricket season in India coincides with an exciting time in the telecom industry, when mobile number portability and 3G are buzz words and the entire consumer base is being wooed afresh by incumbent and new competitors alike," Vodafone Essar Chief Marketing Officer Kumar Ramanathan said in a statement.
Live streaming of the matches on 'ESPN Mobile TV' can be availed on both 2G (GPRS enabled) and 3G handsets, the statement said.
Vodafone will also launch an on-air advertising campaign around the World Cup soon.