David Beckham is to become a Sky ambassador and will play an important role in helping the company's efforts to encourage grass-roots sport.
The football star, currently playing for Paris St-Germain, will also appear in adverts for Sky products and services.Beckham will be involved with the Sky Sports Living for Sport initiative, which uses sporting mentors to inspire young people to learn new skills and improve their lives.
Around 30,000 people take part in the programme every year. It covers a third of secondary schools in Britain and has also just launched in Ireland
"I've always been passionate about the importance of sport in the lives of young people," said the 37-year-old.
"It's not all about winning - just getting involved in sport gives you confidence and skills for life.
"I was lucky to have some amazing role models when I was younger, and I'm excited about the opportunity to work with Sky to pass on some of that knowledge to the next generation."
The London-born star joins the likes of Jessica Ennis and Sir Bradley Wiggins who also work with Sky on encouraging sporting participation.
Sky Chief Executive Jeremy Darroch said Beckham's involvement would be an inspiration for the young people on the programme.
"It's great to welcome David to Sky," he said. "Sport is at the heart of what we do and both we and David believe in its power to excite, inspire and change lives.
"As a hero and inspiration on and off the field, David is a perfect ambassador to help us get more people involved in sport."
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