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Beckham new ambassador – Living for Sport

David Beckham with young people

Global sports star David Beckham OBE has joined Sky as an ambassador to support grassroots sport and encourage participation across Britain and Ireland. As a national sporting icon, David Beckham is an inspirational role model to millions of young people from all backgrounds and will help to use the power of sport to change lives through the successful Sky Sports Living for Sport initiative. Now in its tenth year, this free initiative uses the life-changing stories and expertise of athlete mentors to inspire young people to learn new skills and improve their lives. Around 30,000 young people a year participate in the programme, which reaches one third of all secondary schools in Britain and has just launched in Ireland. 

Press release: Sky and David Beckham join forces in long-term partnership