Virgin Media has launched a new advertising campaign featuring England striker Peter Crouch, to publicise its deal to carry BT Sport this season.
In the new ads - spanning TV, print and online media - the giant Stoke City forward is seen playing for a fictional pub side featuring numerous tubby, middle-aged men.
The campaign carries the strapline 'Make sure you start the season with the right team' - alluding to Virgin Media's full offering of 154 Barclays Premier League matches this season.
Customers with a Virgin Media Premiere or VIP Collection - or those upgrading to its TV XL package - can now watch top-flight football on both BT Sport and Sky Sports.
This means they do not need to choose between the UK's two subscription sports platforms, which will share Premier League football rights for at least the next three years.
Richard Larcombe, Director of Advertising and Sponsorship at Virgin Media, said the firm was pleased to have signed Peter Crouch to promote its wide-ranging sports offering.
"Peter joins our winning team of sporting superstars, Usain Bolt and Mo Farah, as BT Sport kicks off the action on Virgin TV," he stated.
"By signing to Virgin Media this season, our customers can enjoy every minute of the Barclays Premier League action, Aviva Premiership rugby and a whole world of sport from both BT Sport and Sky Sports."
Mr Larcombe said that with the majority of Virgin Media's pay-TV customers watching BT Sport for no extra cost, they are "onto a winner".
Peter Crouch, Stoke City striker, commented that, as a football fan, he knows how important it is for supporters to have access to "all the big games".
"I’m looking forward to watching as much as possible with Virgin Media," he stated.
"I always enjoy taking on the big players and, with Virgin Media, it looks like we'll be head and shoulders above the rest."