MUMBAI: Talk about good timing. With just about six weeks to go before the "mini world cup" (the Champion's Trophy in Sri Lanka that kicks off on 12 September), Sony Entertainment Television (SET) and MAX, the World Cup Network, have something worth crowing about. Brand ambassador Kapil Dev received the Wisden Indian Cricketer of the Century Award last night at a ceremony in London. 

Chosen from among an impressive line-up of nominees, the celebrated all rounder is recognised for leading India to victory during the 1983 World Cup and was India's ace strike bowler for a decade and a half.

"On behalf of the World Cup Network I would like to extend my heartiest congratulations to our brand ambassador Kapil Dev. This award is a recognition of Kapil's fantastic performance throughout his career and is symbolic of the iconic status that he has achieved since he began his career in 1978. We are truly proud to be associated with him as a key part of our team at MAX that will change the way we will present the ICC Tournaments to our viewers," Kunal Dasgupta, CEO, SET India Pvt Ltd was quoted as saying in an official release. 

"This association has extended my active involvement with cricket and I am excited to be a part of World Cup cricket magic providing excitement to millions of viewers across the country. I am working closely with the World Cup Network to develop some unique programming that will appeal to viewers beyond the cricket fans, with some innovative marketing and promotional plans and through my meetings and discussions with MAX's advertisers and distributors. We plan to take the passion and excitement of cricket across India and show viewers cricket like they've never seen before - beginning with the Champions Trophy in September," Kapil was quoted as saying in the release. 

Well, with just six weeks to go for the Champions Trophy, it does seem more than high time that the "World Cup Network" starts making that impression in the viewer's mind rather than just stating it.