Sky names David Beckham as ambassador

Sky has agreed a long-term deal with global sports star David Beckham to promote its sports coverage as it steps up efforts to ward off the advances of BT.

Sky is hoping David Beckham’s appeal can help boost the appeal of its sports offering following competition from BT.

The footballer will front a campaign to showcase what Sky claims is its “unrivalled range of sport and innovative services” it offers.

Beckham will also front activity to encourage people to get involved in sport through the broadcaster’s ‘Living for Sport’ grassroots initiative.

Sky has been using the scheme as a way for athletes to mentor young people across Britain and Ireland. Around 30,000 people a year participate in the programme according to Sky, which is hoping to exploit Beckham’s appeal and the growing interest in sport following the Olympics to expand its membership further.

Promotions for the scheme will feature the former England captain alongside fellow Sky ambassadors and Olympic gold medallists Jessica Ennis and Sir Bradley Wiggins.

It is hoped the deal will help raise the profile of Sky’s football offering as the broadcaster looks to ward off the advances of BT next season. The telecoms firm has penned a three-year deal with Premier League footballer Gareth Bale to star in campaigns for its BT Sports channel. The company has secured the rights to air 38 live Premier League games a season and has also acquired the rights to live matches from Italy’s Serie A, Ligue 1 in France, the Brazilian top league and Major League Soccer in the USA.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here