Football superstar David Beckham has signed on to a long-term deal with Sky Sports, acting as an ambassador for the satellite TV giant's initiative to encourage widespread sports participation in the United Kingdom and Ireland.
The Guardian reports that the former Manchester United and L.A. Galaxy player will be an integral part of the Sky Sports 'Living for Sport' initiative, a promotional campaign that has encouraged grassroots sport for ten years. Beckham will be the face of print and television promotion for campaign.
Jeremy Darroch, Sky's chief executive, said of the partnership, "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."
The campaign uses elite sports mentors such as Olympic gold medalist Jessica Ennis and Tour de France winner Bradley Wiggins to inspire and coach youths. Annually, the organization lists 30,000 young people as participants, and Sky Sports is no doubt betting on the popular sports star to drive that number up even further.
David Beckham commented, "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."