New York Giants wide receiver Victor Cruz is encouraging people across the country to enjoy sports…

The 25-year-old Puerto Rican football star has partnered with Time Warner Cable to support the company’s “Enjoy Sports Better” initiative, which helps customers enjoy the sports and teams they love even more.

“I am pleased to join the Time Warner Cable family in a relationship that already feels like a true partnership. At the outset we have worked together closely to identify projects that are mutually beneficial, which has been a fantastic experience,” said Cruz in a statement. “As a professional athlete and sports fan at heart, I am excited about the opportunity to inspire people to enjoy sports ‘even better’ with Time Warner Cable.”

Beginning in September, the partnership will feature the Super Bowl champion in a national advertising campaign and on regular segments on NY1 and NY1 Noticias. Cruz will also connect with Time Warner Cable customers in the New York area to share his inspiring story.

“We at Time Warner Cable are extremely excited to have Victor on board. His participation is sure to take our Enjoy Sports Better efforts to new levels, bringing our customers even closer to their passion for sports,” said Jeffrey A. Hirsch, Executive Vice President and Chief Marketing Officer at Time Warner Cable. “Victor is not only a sports phenomenon to New Yorkers; he is an established athlete across the nation among football fans.”