All India Football Federation (AIFF) has roped in Bollywood star Salman Khan as its brand ambassador.

Salman, who was present at the overflowing Ambedkar Stadium here to watch India’s Nehru Cup title victory over Syria, has agreed to promote the game free of cost, AIFF president Praful Patel said.

Bollywood’s association with sports has grown in recent years. Sanjay Dutt is a brand ambassador of Indian boxing while other tinsel town stars have been competing with one another in either buying or promoting Indian Premier League (IPL) teams.

Salman has also expressed interest in buying an IPL team when the league will expand to 10 teams in 2011.

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