Melbourne, Mar 14 , (PTI): Shane Warne is all set to resume a new innings, this time around as a media player, investing in a business that will help companies barter advertising space in exchange for products. 

Warne will take an undisclosed shareholding in the Australian operations of British media-bartering company Miroma, which boasts Bernhard Glock, the former global marketing director of the world's biggest advertiser, Procter and Gamble, as its chairman.

The 41-year-old Warne, who had been in the news recently for his relationship with British actress Elizabeth Hurley, will use his media contacts to help Miroma trade advertising space for products, allowing advertisers to significantly stretch their budgets, in a market that is expected to grow worth USD 400 million a year.

"It's about getting a bigger bang for your buck. By doing the due diligence and doing the homework, doing all those things and speaking to a lot of different people, I'm excited by it because I really do believe, it's going to work," Warne told the Australian.

The fresh investment by the former cricketer comes in addition to string of endorsements that range from poker to hair replacement and McDonald's.