With just 100 days left, batting maestro Sachin Tendulkar has been named the brand ambassador for the 2011 cricket World Cup that would be co-hosted by India, Sri Lanka and Bangladesh.
ICC chief executive Haroon Lorgat said: "We are very lucky to have such an extraordinary player as Sachin supporting our flagship event."
"I don't think any other player has inspired a nation like he has and the respect and affection he enjoys goes way beyond his native India. Many other athletes and sports fans around the globe admire what he consistently achieves and what he does for cricket," Lorgat added.
Tendulkar said playing in the World Cup at home will make the event special for him.
In his role as World Cup 2011 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 from February 19 to April 2.
"There are just 100 days to go and I am really looking forward to playing in another Cricket World Cup," said Tendulkar, who will join Pakistan's Javed Miandad as the only other player to take part in six World Cups.
"In terms of limited-overs cricket, the ICC Cricket World Cup is the highest level you can play, so it is always a thrill to take part in such an important and widely followed event," Tendulkar said.
"The fact that the 2011 event will be staged here in the sub-continent makes it even more special for me and I am keen to ensure we play well. As a team we would be doing everything we can to win the world cup on home soil " he said.