Sky will bring on its £20M ($30.2M) ambassador David Beckham this week as part of its campaign to strangle BT Sport’s challenge to its Premier League supremacy at birth, according to Charles Sale of the London DAILY MAIL. A TV ad campaign for Sky’s Premier League coverage based around Beckham "is to be launched on Monday." It was filmed in Paris and "shows the various platforms on which Sky football is available -- online, tablet, mobile and TV -- interacting supposedly seamlessly with a day in the life of Becks" (
DAILY MAIL, 7/12). In London, Nigel Pauley reported Beckham "is starring in a sizzling new commercial which Sky bosses believe will help them win the battle." Beckham "is seen as their key player in winning over new viewers, especially women." The commercial, set to debut on Monday night, "will be based on a day in the life of the football legend." It will be filmed in Paris, where Beckham ended his playing career with Ligue 1 side Paris St. Germain, and "will feature the different platforms on which Sky's Premier League coverage can be seen." Beckham will be seen "keeping up with the matches on his computer, iPad, mobile phone and TV" (
DAILY STAR, 7/13).
