Three month's free access to Sky Mobile TV takes in the Ashes and more.
The offer is exclusive to 3 in the UK and encompasses eight channels (including Sky Sports 1, 2, 3 and Xtra) that would usually cost £5 a month.
The partners are likely hoping for some sales uplift from Sky's coverage of the Ashes cricket between England and Australia this summer.
Glen McGrath, Matthew Hoggard (pictured, both cricketers) and Peter Shilton (England football legend) were also on hand at today's launch.
In addition to the Sky offer, the Sony Ericsson W995 comes with an 8.1 megapixel camera and free access to 60 movies via the handset maker's PlayNow Movies portal.
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