Sky has teamed up with football legend Eric Cantona as part of an effort to promote its broadband TV deals.
The broadband provider's latest advertising campaign features the ex-Manchester United star and highlights how subscribers can only get access to all of the Sky Sports channels through its own deals.
At the end of the new TV advert, which sees Cantona walk through a range of famous sporting moments, he states: "Anything can happen in sport. The only certainty is you'll get all of Sky Sports on Sky."
The new advertising campaign could be regarded as a direct reaction from Sky to the fact both Virgin Media and BT are now offering Sky Sports 1 and 2 as part of their TV bundles.
As well as being based around TV, the campaign will include outdoor, print and digital promotions.
Last month, it was confirmed that Sky Sports News will only be available as a pay TV channel from later this year.