Victor Cruz part of Time Warner Cable marketing effort

The New York Giants receiver is part of TWC’s “Enjoy Sports Better” campaign. Photo by: DIANE BONDAREFF / AP IMAGES FOR TIME WARNER CABLE

Time Warner Cable has signed New York Giants wide receiver Victor Cruz to star in its newest national marketing campaign.

The multiyear contract will feature Cruz as part of the cable operator’s “Enjoy Sports Better” initiative that will kick off in September. Previously, Time Warner Cable has used actors Ricky Gervais, Robert De Niro and Mary-Louise Parker in the campaign.

Time Warner Cable would not say how much it is spending on the campaign. The effort will involve television, radio, print and outdoor.

Cruz will make weekly appearances on Time Warner Cable’s New York news channels NY1 and NY1 Noticias and has agreed to appear at New York events on behalf of the company.

“He aligns well with our corporate culture,” said Jeff Hirsch, executive vice president and chief marketing officer at Time Warner Cable. “This campaign is designed to highlight all of the things that our customers are passionate about. People are passionate about sports and football.”