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Beckham and Simmonds front Sainsbury's Active Kids campaign for second year

Monday February 11th 2013

David Beckham and Ellie Simmonds are to be the brand ambassadors for Sainsbury's Active Kids scheme for a second year running.

Now in its ninth year, the nationwide initiative aims to help children lead healthier more active lifestyles. To date the scheme has resulted in over 4.9 million pieces of equipment being donated to organisations such as schools, and sports clubs for use by children across the UK.

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Building on the renewed interest in Paralympic sport following London 2012, this year Sainsbury’s is working with Sport England to extend the scheme to more groups that are inclusive and accessible to disabled young people. 

Commenting on this year’s launch Simmonds said: "Now is the time to make sure we’re maintaining children’s excitement around sport, and in particular Paralympic sport. We made great progress last year and schemes like Active Kids will help to continue that to make sure the next generation is active and involved in a huge range of activities."

Justin King, Sainsbury’s CEO added: "This is a scheme that we’re very proud of and are delighted to have David and Ellie involved to help us take Active Kids to as many children across the UK as possible. It’s important to help keep children enthused about all different kinds of activities – from play to sport -  and we’re confident that Active Kids 2013 will help achieve this goal."