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.



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