Sky has confirmed that it has ended their ambassadorial contract with David Beckham after four years.
The former Manchester United midfielder penned a £5m-a-year deal with the broadcasting giant in 2013 which has seen him appear in marketing promotions and spend several days per year working with the Sky Academy.
According to the Daily Mail, Sky has now decided to drop Beckham as an ambassador after allegedly deciding that the £20m outlay over the last four years did not represent "value for money".
A Sky spokesman told the newspaper: "Sky's partnership with David Beckham has come to its natural conclusion. It was a great relationship with an iconic sportsman and we wish David all the best."
The broadcaster has been reviewing all of its sports spending in recent months as it gears up to bid heavily for the next set of Premier League TV rights later this year.
