Footballing icon David Beckham is to join Sky as an ambassador, it has been reported.
The former Manchester United and England midfielder will play a leading role in encouraging grassroots sports participation across the UK and Ireland.
He will also feature in Sky adverts promoting the TV, home phone and broadband provider's sports output and innovative services.
Beckham becomes the latest sporting hero to team up with Sky - joining the likes of Olympic heptathlon champion Jessica Ennis and Tour de France winner Sir Bradley Wiggins.
"Sky has followed my career since I broke into the Manchester United first team," Beckham noted.
"[The firm] has done a huge amount to promote and encourage involvement in sport in Britain and I’m delighted to be joining."
Jeremy Darroch, Sky’s Chief Executive, claimed that sport is "at the heart" of what the company does.
"We and David believe in its power to excite, inspire and change lives," he stated.
"As a hero and inspiration on and off the field, David is a perfect ambassador to help us get more people involved in sport."