Sky has announced David Beckham as its new ambassador, joining the broadcaster for a long-term partnership to support grassroots sport and encourage participation across the UK and Ireland through its Sky Sports Living for Sport initiative.

The Paris Saint-Germain footballer, who's to feature in ads to promote the range of sports and services offered by Sky, said 'I've always been passionate about the importance of sport in the lives of young people. It's not all about winning; just getting involved in sport gives you confidence and skills for life... I'm excited about the opportunity to work with Sky to pass on some of that knowledge to the next generation'.