David Beckham to become new face of Sainsbury's
The former England football captain will act as an ambassador for the supermarket’s Active Kids campaign alongside existing Active Kids ambassador Ellie Simmonds.
Beckham will also promote the retailer’s sponsorship of the London 2012 Paralympic Games by getting involved in campaigns such as the 1 Million Kids Challenge which encourages children to try a Paralympic sport through the distribution of free equipment to schools.
Jamie Oliver is to step down as the face of Sainsbury’s after Christmas. Like Oliver, Beckham will appear in marketing campaigns for the company starting with an in-cinema advert launching on 25 November.
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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