Thursday, April 18, 2013


New role: Sky have signed David Beckham as an ambassador for their Living for Sport initiative, which promotes participation in sport at grassroots level

Broadcast giant  Sky Sports have struck back following BT Sport's hiring of Gareth Bale as a guest pundit by unveiling former England skipper David Beckham as a new ambassador.

The Paris Saint-Germain midfielder has signed a long-term contract with the broadcaster to promote their work supporting grassroots sport across the country. 

The long-term partnership will see Beckham play a leading role across the breadth of Sky's work to support grassroots sport and encourage participation across Britain and Ireland. 

He will also feature in adverts to promote the unrivalled range of sport and innovative services offered by Sky.
As a national sporting icon, Beckham is an inspirational role model to millions of young people. 

In his role as a Sky ambassador, he will help to use the power of sport to change lives through the successful Sky Sports Living for Sport initiative. 

Ambassador: Sky's signing of Beckham is a response to BT Sport's unveiling of Gareth Bale as a guest pundit next season
Now in its tenth year, this free initiative uses the life-changing stories and expertise of athlete mentors to inspire young people to learn new skills and improve their lives. 

Around 30,000 young people a year participate in the programme, which reaches one third of all secondary schools in Britain and has just launched in Ireland. 

In joining Sky, Beckham teams up with other sporting icons who are part of the company's strong and deep-rooted support for British sport and grassroots participation.

They include Olympic gold medallist Jessica Ennis CBE, who became an ambassador for Sky Sports last year; Sir David Brailsford, Principal of Team Sky and the architect behind the exceptional performance of British Cycling; and Sir Bradley Wiggins five times Olympic gold medallist and first ever British winner of the Tour de France.

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."

Jeremy Darroch, Sky's chief executive, added: "It's great to welcome David to Sky. Sport is at the heart of what we do and both we and David believe in its power to excite, inspire and change lives. As a hero and inspiration on and off the field, David is a perfect ambassador to help us get more people involved in sport."

Sky will face strong competition from BT next season as they have acquired the services of Tottenham and Wales winger Bale as an occasional pundit for its 38 live Premier League games from next season.

Gareth Bale BT Sport
Bale had previously appeared in adverts for BT when their 'Vision' service started broadcasting Sky Sports 1 and 2.

In addition,they have the rights to show 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 USA.

The company have also acquired ESPN’s TV channels business in the UK and Ireland, and will screen FA Cup, Scottish Premier League, Europa League and the German Bundesliga.

Source: SkySports and Dailymail

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