BT has signed up the Welsh wonder Gareth Bale to promote its new BT Sport channels, which are set to launch in summer 2013.
The Tottenham Hotspur winger will feature in adverts for the pay-TV service and also appear as a regular studio guest on BT's Premier League coverage.
Bale, 23, has been in scintillating form for Tottenham Hotspur and Wales this season, scoring a number of memorable goals including several 'unstoppable' free-kicks.
He will add star quality to BT's football coverage for the next three years, building on a relationship with the TV, home phone and broadband provider which dates back to 2010.
Three years ago, a young Bale starred in BT's TV advertising campaign when the firm began offering Sky Sports 1 and Sky Sports 2 to its customers.
Simon Green, Head of BT Sport, said the firm is "thrilled" to have signed up one of world football's brightest talents as an ambassador for its adverts.
"[Gareth] has developed into one of the most-admired and coveted players in the Barclays Premier League in recent years," he stated.
"He is also an inspiring role model for young sports fans, who remains dedicated and focused on developing his considerable talent."
BT Sport has acquired the broadcast rights to 38 live games a season from the Barclays Premier League, including 18 of the top picks.
In addition, the subscription service will feature top division matches from Serie A in Italy, Ligue 1 in France, Brasileiro in Brazil and Major League Soccer in the USA.
BT Sport will also show up to 69 live rugby union games a season from the Aviva Premiership, and up to 800 hours of live tennis from the WTA tour.