Sehwag, who will be endorsing Max for the next two years (which can be extended to five years), is represented by Latika Khaneja's Collage Sports Management. While channel officials remained tight-lipped on the terms of the deal, industry sources estimate Sehwag's contract would involve a payout of Rs 3-4 million a year, which works out to Rs 15-20 million spread over five years. One reason for the "low signing amount", according to the sources, is that cricketers' rates have dropped significantly in the wake of the shoddy performances put out by the Boys in Blue in the recent past.

SET India CEO Kunal Dasgupta made the announcement this afternoon in Mumbai that Sehwag would be teaming up with Kapil Dev, Mandira Bedi (of the noodle straps fame) and channel mascot Sameer Khan to promote Max.

Said Dasgupta, "Sehwag's passion, drive and energy, and his ability to keep people enthralled and entertained, are truly reflective of the passion and 'Deewanapan' that Max stands for. I am indeed pleased to welcome Sehwag to the Max family."

Having said that, Kapil's signing proved a bulls eye hit for Sony, especially as soon after the deal was done, he was declared Wisden's Indian Cricketer of the Century, pipping both cricketing sensation Sachin Tendulkar and batting maestro Sunil Gavaskar in the race for honours.

With Sehwag's coming aboard Max, Sony would certainly be hoping the Indian batting ace leads from the front on the field. There is nothing that will jack up viewership and bring ad money rolling in like a winning performance from the Indian cricket team.

The cricketing properties Max has lined up include the ICC Super Seires 2005, the ICC Championship Trophy 2006 (to be played in India), and the ICC Cricket World Cup in 2007 (in the West Indies).