Eric Cantona to front Sky Sports ads

Sky has recruited former footballer Eric Cantona to front a major advertising campaign for Sky Sports as the broadcaster fends off competition from BT.

Launching tonight on television, the "no compromise" campaign features Cantona walking through a series of famous sporting moments, such as Liverpool's dramatic comeback in the 2005 Champions League final and Roger Federer's through-the-legs winner in the semi-final of the US Open.

At the end of the ad, the ex-Manchester United star says: "Anything can happen in sport. The only certainty is you'll get all of Sky Sports on Sky."

As the 2010/11 English Premier League season prepares to get under way next month, Sky is facing a new challenge for subscribers from BT.

The telecoms giant recently announced cut price deals for Sky Sports 1 and Sports 2 on its BT Vision platform. BT has also launched its own ad campaign to promote the offer, featuring footballers such as Michael Owen and Shay Given.

Sky's ad, created by the Brothers And Sisters agency, will premiere to members of the Sky Sports Facebook page ahead of its TV launch this evening.

Speaking to The Guardian, Sky's director of marketing for sport and news David Murdin said: "[Fans] don't want to miss a moment of the sports they love, which is why we believe customers will respond to the authenticity of Sky Sports, a brand which has won the trust of sports fans following over two decades of ground-breaking coverage."

Sky will also launch billboard and poster adverts on July 19 focusing on the availability of Sky Sports 1, 2, 3 and 4 in high definition on its satellite platform, along with the forthcoming launch of Sky Sports News HD.

Last week, the broadcaster unveiled its first batch of Premier League fixtures for the new season, starting on August 14 for Tottenham Hotspur's match against Manchester City.