David Beckham Becomes New Marketing Tool for Sainsbury’s

Los Angeles Galaxy Soccer superstar David Beckham has become the new ambassador for supermarket chain Sainsbury’s, following Jamie Oliver’s departure.

The former England football captain and husband of Spice Girl turned fashion designer Victoria will front its Active Kids campaign and promote its sponsorship of the London 2012 Paralympic Games.

The announcement comes four months after celebrity chef Jamie Oliver said he would step down as the face of the supermarket after Christmas following an 11-year partnership. Like Jamie, Becks will appear in adverts for the company. The first is due to show in cinemas from November 25.

However the partnership is designed to highlight Sainsbury’s work with children rather than its products.

The 36-year-old, will be an ambassador for the Active Kids campaign. He will join existing ambassador Ellie Simmonds, the Paralympic swimmer.

The supermarket said it has donated more than £115 million ($184m) worth of equipment to schools and sports clubs in an attempt to stem the growth of obesity and inactivity among children.

It also aims to get more than a million children to try a Paralympic sport in its 1 Million Kids Challenge. Adverts will feature David encouraging more children to take up one of the sports.

Beckham said: “I know the difference leading a healthier and more active life can make to kids and I have been really impressed with the long-term commitment that Sainsbury’s has made. I am looking forward to working with Sainsbury’s to help UK kids have fun, become even more active and introduce them to Paralympic sports through the 1 Million Kids Challenge.”

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Related discussion: Sainsbury’s latest sponsor to sign up David Beckham as ambassdor… are sponsors going to get cut-through? in iSport PR community group by Maryann Stevens