Wales' UEFA Champions League winner Gareth Bale is the star of BT Sport's latest marketing campaign.
The Real Madrid forward - who left Tottenham Hotspur for Spain in 2013 - will feature in new print and TV ads for the subscription sport service.
The latest stage of BT Sport’s 'second season' campaign focuses on the fact it shows live matches from more top-flight football leagues than any other UK TV provider.
BT Sport is also reminding fans that, from August 2015, it will be the exclusive UK home for UEFA Champions League and UEFA Europa League coverage.
The new BT Sport ads will see Bale talking about the importance of making the right decisions - whether this is moving clubs or switching TV and broadband provider.
The print ads will feature the straplines 'The European goalposts are moving' and ‘Football is all about making the right decisions’.
BT Sport is already the UK home of Germany's Bundesliga, Italy's Serie A and France's Ligue 1, plus the Scottish, US and Brazilian top divisions.
John Petter, BT Consumer Chief Executive, claimed that BT Sport is becoming "the home of European football".
"We are delighted to work with Gareth to reinforce this message," he stated.
"He is one of the world's greatest players and having helped Real Madrid win the UEFA Champions League final this season, he knows what he is talking about."
Mr Petter claimed that with "no-one else comes close" to BT Sport's range of live top-tier league football, "whatever their marketing may claim".
"We will be in a class of our own when we become the exclusive UK home of the world’s greatest club cup tournament," he stated.