New Delhi, Sep 4 (IANS) Real estate developer DLF announced Monday that it will be sponsoring the cricket tri-series, involving India, Australia and the West Indies, to be played in Malaysia this month.

The tri-series will be played from Sep 12 to Sep 24.

"Cricket is a very popular sport and has acquired the status of religion among a cross-section in the Asian subcontinent," Rajiv Talwar, executive director of DLF Ltd, said in a statement.

"Therefore, given our widespread operations in India, this will help build awareness about DLF among the large number of cricket fans."

India captain Rahul Dravid unveiled the DLF Trophy at the Cricket Club of India in Mumbai Sunday evening.