(30 January 2006 6:00 pm)

MUMBAI: Ten Sports is looking to leverage its most popular property outside India cricket which is World Wrestling Entertainment (WWE).

The broadcaster in association with sports marketing firm Total Sports Asia (TSA) is bringing down wrestler John Cena to India.

Speaking to indiantelevision.com this afternoon a Ten Sports official says that Cena will only visit Mumbai on 9 and 10 February.

He will visit Crossroads in Worli and also Nirmal lifestyle in the suburb of Mulund.

The channel is also firming up details in terms of handing out merchandise in the form of T-shirts and caps. Ten Sports has tied up with Mid-day who is the media partner for the event. Mid-day will carry print ads as well as an interview with the star.

What is interesting about Cena's character is that it is a take on rap star Eminem. Cena often says hilarious things about his opponents in verse which crack up everybody except for the opponent of course. The official is also hopeful on a full fledged WWE tour later this year.