BSkyB signs up Cantona for sports ad campaign

UK pay-TV provider BSkyB is launching an advertising campaign featuring former Manchester United star Eric Cantona to counter BT’s low-cost offer of Sky Sports channels.

The campaign, which features Cantona walking through famous sporting moments and delivering the line, “Anything can happen in sport. The only certainty is you’ll get all of Sky Sports on Sky.”

BT earlier launched its own advertising campaign featuring Michael Owen and actor Kris Marshall, who already appears in adverts for other BT products, offering Sky Sports 1 and 2 at a discount.

Separately, UK free-to-air satellite platform Freesat has appointed advertising agency VCCP to develop its brand recognition in the UK.