Bank on the Turbanator

While Singh is not the first Indian to play for an English county, Surrey's decision to sign him is being viewed as a ground-breaking attempt to cash in on the lucrative cricket market in the Indian sub-continent and increase the county's popularity among British Asians.

After Sachin Tendulkar, Singh is probably the most recognised and commercially viable cricketer in India, his appeal and popularity enhanced not only by his performances on the pitch but his personality off it.

A player who has acquired a reputation for partying and enjoying the night life, Singh is a regular fixture on India's showbiz circuit and is viewed as something of a charming rough diamond who through cricket has earned huge financial rewards and international acclaim.

Singh is one of a new crop of emerging Indian players who originate from humble families in small provincial towns.

Among team-mates Singh is known for his laid-back approach and fondness for sledging, which much to their amusement he often does in his native Punjabi so that opponents and umpires cannot understand what he is saying.

As an emerging international cricketer Singh was thrown out of India's National Cricket Academy for disciplinary reasons and was then shunned by national selectors for more than two years even though he had made his debut in 1998.

After spending almost two years as an outcast from international cricket when he worked as an airline clerk in Jalandhar, Singh became a national hero in India in 2001 in a series against Australia when, following a surprise call-up, he took 32 wickets in three Tests. Singh's haul included a hat-trick in the Second Test that claimed the scalps of Ricky Ponting, Adam Gilchrist and Shane Warne.

India won the series 2-1, Singh earned the nickname Turbanator and the right-handed spinner has not looked back since, claiming 189 Test wickets and 117 one-day wickets to date.

The Turbanator's turban has become an iconic image of Indian cricket and Surrey are drawing up a commercial strategy to see how they can tap into Singh's popularity and attract sponsorship from companies in the Indian subcontinent. Two-thirds of all commercial revenue for last year's ICC Champions Trophy and the 2003 World Cup in South Africa came from companies in the Indian sub-continent.

The current series between India and Pakistan of three Tests and six one-day internationals has attracted more than £50million in sponsorship and is expected to be watched by an estimated TV audience of almost one billion.

English county cricket is popular within the Indian sub-continent, with matches shown live on satellite television and often attracting audiences of millions. Surrey hope if Singh can establish himself within the county game then live TV might help attract sponsorship from Indian-based companies.

Paul Blanchard, sales and marketing director at Surrey, said: "India's potential has not been properly utilised by English domestic cricket. If you look at football, it has been successful in exploiting foreign markets based on clubs signing foreign players. The model is there, the interest is there because cricket is so big in India and it's a question of bringing the two together. This is new for cricket."

Surrey are revamping their website with an emphasis on attracting traffic from India so that fans will be able to follow Singh's progress within the county game.

Surrey plan to launch a line of merchandise based around Singh and his nickname. The decision to sign Singh and maximise his appeal also has a domestic element.

There are 9,000 Surrey members but the county believe this could significantly increase and Singh is being lined up to visit Asian cricket clubs, community sports clubs and take part in other events in an attempt to raise Surrey's profile within the Asian community.

Surrey point out, however, that the main reason for signing Singh is a cricketing one.

After suffering from a finger injury and not playing much international cricket last year, Singh has spent most of his time off working on his "doosra," or other one, a special new delivery which was recently given the all clear by the ICC after complaints about the bowler's action.

Surrey team coach Steve Rixon said: "It will turn and bounce for him at The Oval and I am confident he will be able to make a massive contribution to our team. We've been after him for some time. Singh has the ability to finish off tails. The Turbanator will be our terminator."

Rixon is hoping that Singh returns from a successful series against Pakistan to help Surrey in their quest for domestic honours.

Millions of Indian cricket fans, from the suburbs of west London to the sub-continent will be also hoping the Turbanator arrives in good spirits for the county season after finishing off their deadliest cricketing rivals.