Turn on your television and you’ll most likely see David Beckham living a wonderful life, punctuated by multiple devices all with Sky Sports beaming out of them. It’s the latest high-profile campaign from Sky as they defend their status as Britain’s primary sports broadcaster against BT who are attempting to make tracks in the market.

David BeckhamDavid Beckham's latest ad sees him pushing the Sky cause

In the swanky new ad, the beloved Becks saunters round his designer London pad, checking out the football news. He pops to a swanky café, grabs an espresso and, yeah, you guess it, checks out the football news. He also goes to some modeling job and, tired from standing their looking pretty, turns to his smartphone to check out the football news. This all culminates with multiple Beckhams sitting on the sofa. CHECKING OUT THE FOOTBALL.

Sky are desperately fending off unwanted attention from BT, who overtake ESPN as the secondary purveyor of footy in the U.K. Watch their efforts below.

As a national treasure, Beckham is the perfect choice to promote their brand. As a national treasure, he’s fully qualified to comment on Kate and Will’s baby, whose due date is: any time now. In an interview with Sky News, Goldenballs said: "They're going to be amazing parents because they are so loving towards children. We've seen William grow from that young boy into an unbelievable gentleman. And that as a father is really important." And what name would he choose for the incoming royal sprog? "David's pretty good ... if it's a boy of course."

David BeckhamFamily man Becks clutches his daughter Harper