David Beckham has become the ambassador for BSkyB in a long-term partnership which would see the English football captain supporting the broadcaster’s work in promoting the sport at grassroot level across the UK and Ireland. It must be noted that the appointment of David Beckham as Sky Sports ambassador comes after BT Sport’s acquisition of Tottenham and Wales winger Bale as a guest star for its 38 live Premier League games from next season.

With this move, BT Sports has tough competition from Sky. However, it may be noted that BT has secured the telecast rights of 38 live games a season from the Premier League, they have also secured the rights to live matches from Serie A in Italy, Ligue 1 in France, Brasileiro in Brazil and Major League Soccer in the US. All this, over and above securing Gareth Bale as an expert for its new sports channels.

The former Manchester United and Real Madrid star who is now playing for France’s Ligue 1 leaders Paris St-Germain, will also feature in advertising promoting Sky’s sports coverage and other services. He will work with the 10-year-old Sky Sports ‘Living for Sport’ initiative, in which about 30,000 young people participate annually. Sky Sports ‘Living for Sport’ uses elite sport mentors to inspire and coach young people. Others already working with the Sky initiative include Jessica Ennis, David Brailsford and Bradley Wiggins.

Speaking about his new role as BSkyB’s ambassador, David Beckham said, “Sky have followed my career since I broke into the Manchester United first team. They have done a huge amount to promote and encourage involvement in sport in Britain and I’m delighted to be joining them.”

“I’ve always been passionate about the importance of sport in the lives of young people. It’s not all about winning; just getting involved in sport gives you confidence and skills for life. I was lucky to have some amazing role models when I was younger, and I’m excited about the opportunity to work with Sky to pass on some of that knowledge to the next generation”, the revered footballer added.