LONDON -- Rupert Murdoch's U.K. satellite pay-TV operator BSkyB has sealed a "long-term partnership" with soccer star David Beckham.
The former L.A. Galaxy star and England captain was named an ambassador for Sky's work to support grassroots sports activities and encourage participation across Britain and Ireland.
He will also feature in advertising campaigns to promote Sky's sporting output.
Sky hopes Beckham will boost the profile of the campaign initiative "Sky Sports Living for Sport."
Now in its tenth year, the free initiative uses stories and expertise of athlete mentors to inspire young people to learn new skills and improve their lives.
In signing up, Beckham teams with other sporting icons including Olympic gold medalist Jessica Ennis and Bradley Wiggins, a five times Olympic gold medalist for cycling and the first-ever British winner of the Tour de France.
Beckham is managed by Simon Fuller’s XIX Entertainment.
Beckham’s new gig follows his special ambassadorship for the London 2012 Olympic Games and his recent agreement to become the first global ambassador for Chinese soccer, following an invitation from the Chinese Football Association.