Soccer superstar David Beckham has signed up as an ambassador for British media giant Sky to encourage youngsters across the U.K. to take up sport.

Beckham has joined the company for a long-term partnership in which he will support grassroots activities in his native Britain through the Sky Sports Living for Sport initiative.

The 37 year old, who is currently signed to French soccer team Paris Saint-Germain, says, "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 was lucky to have some amazing role models when I was younger, and I'm excited about the opportunity to work with Sky to pass on some of that knowledge to the next generation."