Ashes hero to be face of Sky Sports cricket coverage

Sky Television has signed Ashes hero Andrew “Freddie” Flintoff to be the face of Sky Sports cricket coverage.

The Lancashire and England star will appear in on-air promos and a series of special features developed in house that will run in Sky Sports programming throughout the summer.

He will also feature in print, outdoor and online ads developed by United London, as the satellite broadcaster begins its exclusive coverage of live cricket in England.

Head of marketing for Sky Sports Robert Tansey says: “Flintoff is a huge name in cricket and widely recognised outside the sport.

“He will be key to our main off-air marketing campaign and to the on-air promos campaign.”

The signing comes as Sky begins a new &£220m four-year contract with the England and Wales Cricket Board (ECB) to broadcast live cricket in England exclusively.

The deal was deemed highly controversial and an influential Commons committee criticised the ECB and the Government over the process that led to Sky winning the rights.

The Culture, Media and Sport select committee expressed “profound disappointment” that the ECB had not been more proactive in pursuing a non-exclusive deal.

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