Flamboyant Bollywood actor John Abraham has been roped in as brand ambassador for the UEFA European Football Championship 2008, to be held next month in Switzerland and Austria.
Making the announcement, Managing Director ESPN Software India R C Venkateish, unveiled a detailed promotional campaign Bach Ke Kahan Jaoge for the tournament, which kicks-off on June 7.
"India today consumes more international soccers than ever before. We expect impressive ratings for UEFA Euro 2008 as it is one of the most prestigious and recognised sporting events in the world," Venkateish said.
With an eye on a large soccer viewership base in Hindi-speaking regions of the country, the broadcaster also announced Hindi coverage of the event, separately.
"The championship is rated the second biggest sporting event globally when it comes to TV viewership and we believe that this year television viewership will touch even greater heights," he said.
The 31-match-tournament will be held in eight cities -- Basel, Geneva, Vienna, Klagenfurt, Innsbruck, Salzburg, Zurich and Berne.
The final will be played in Vienna on June 29.