TV ads created by Brothers and Sisters show Beckham watching Sky Sports on a TV, laptop, smartphone and mobile tablet in various locations across London. They will be backed by print, outdoor and digital activity that will highlight the broadcaster’s HD, 3D and mobile TV service Sky Go.
It is the first time Sky has used Beckham in ads since signing him as a brand ambassador in April.
Stephen van Rooyen, Sky’s managing director for sales and marketing, says: “One of the most celebrated and iconic players of all time, there’s simply no one better than David Beckham to help us launch the biggest ever season of Premier League football on Sky Sports.”
Its launch comes weeks before the debut of BT Sport, which will show 38 Premier League matches a season as well as Premiership rugby.
The two have been embroiled in a PR battle ahead of the start of the season. Sky scored a victory last month after Ofcom ruled it was right to refuse to broadcast BT Sport ads on its own sports channels.
It has also lodged a complaint with the Advertising Standards Authority, alleging BT Sport’s “free” claim is “misleading” because it fails to acknowledge there are additional costs involved in becoming a BT Sports subscriber.
For its part, BT has complained to Ofcom over Sky’s refusal to wholesale Sky Sports 1 and 2 to YouView.