MAM
Soccer icon David Beckham join Sky to promote sports through long-term partnership
MUMBAI: Soccer icon David Beckham is joining British pay TV service provider Sky as an ambassador work to support grassroots sport and encourage participation across Britain and Ireland.
During this long-term partnership, Beckham will also feature in ads to promote sport and services offered by Sky.
In his role as a Sky ambassador, he will help to use the power of sport to change lives through the Sky Sports Living for Sport initiative. Now in its tenth year, this free initiative uses the stories and expertise of athlete mentors to inspire young people to learn new skills and improve their lives. Around 30,000 young people a year participate in the programme, which reaches one third of all secondary schools in Britain and has just launched in Ireland. Beckham is managed by Simon Fuller’s XIX Entertainment.
In joining Sky, Beckham teams up with other sporting icons part of the company’s support for British sport and grassroots participation. They include Olympic gold medalist Jessica Ennis CBE, who became an ambassador for Sky Sports last year; Sir David Brailsford, Principal of Team Sky and the architect behind the exceptional performance of British Cycling; and Sir Bradley Wiggins, five times Olympic gold medalist and first ever British winner of the Tour de France.
Beckham said, “Sky have followed my career since I broke into the Manchester United first team. They have done a huge amount to promote and encourage involvement in sport in Britain and I am delighted to be joining them. I have always been passionate about the importance of sport in the lives of young people. It is 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 am excited about the opportunity to work with Sky to pass on some of that knowledge to the next generation.”
Sky CEO Jeremy Darroch said, “It is great to welcome David to Sky. Sport is at the heart of what we do and both we and David believe in its power to excite, inspire and change lives. As a hero and inspiration on and off the field, David is a perfect ambassador to help us get more people involved in sport.”
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
