Mobile operator Hutch, one of the official sponsors of the ongoing cricket World Cup, complained to the International Cricket Council on Saturday about Sachin Tendulkar endorsing Reliance Communications' telecom products, saying it amounts to ambush marketing.

A Hutch spokesperson said players taking part in the World Cup are not allowed to endorse the competition of sponsors and Hutch is the global sponsor of the mega event.

"The company has taken it up with ICC, saying this is illegal. None of the players who are participating in the World Cup can endorse competition because Hutch is the global sponsor of the ICC World Cup," the spokesperson said.

"This amounts to ambush marketing and despite Hutch writing to ICC over a week back, the world cricket body has so far not taken any action on this front," he added.

India play it's first World Cup match against Bangladesh today.