David Beckham Partners With Sainsburys

It has been revealed that football sensation David Beckham will become the new face of a Sainsbury’s campaign.

The supermarket giant has announced a long-term partnership with David Beckham, where he will be Sainsbury’s ambassador to inspire children of all ages and abilities to lead healthier and more active lifestyles.

The main focus for Beckham's activity will be supporting the highly successful Active Kids campaign which has now donated over £115 million worth of equipment and experiences to nurseries, schools, Scout and Guide groups, and Clubmark accredited sports clubs.

Mr Beckham will join existing Active Kids ambassador Ellie Simmonds.

Ahead of London 2012, Beckham will also become Sainsbury's ambassador for its London 2012 Paralympic Games sponsorship getting involved in campaigns such as the 1 Million Kids Challenge designed to encourage school children of all ages and abilities to have a go at a Paralympic sport through the distribution of free equipment to schools.

Launched by Sainsbury's in April 2011, the 1 Million Kids Challenge has already received pledges from just under 6,000 schools representing 1.9 million children, almost doubling the target initially set.

Justin King, Sainsbury's Chief Executive commented: "We're thrilled to have David on board as an ambassador of our Active Kids campaign. As a world class athlete and father of four, David is the ideal ambassador to support our commitment to encourage children to get active."

(LB)