Sainsbury’s announces 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. He joins 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 and live healthier lifestyles for less money. And with a year to go until the Paralympic Games, David's involvement in the 1 Million Kids Challenge will raise the profile even further of disability sport, to help us make this the best Paralympic Games yet."
David 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."
Beckham will front a marketing campaign for Sainsbury's, beginning with an in-cinema advert, which will launch on 25th November.
Schools can still sign up to join the 1 Million Kids Challenge by visiting www.sainsburys.co.uk/1millionkids or call our helpline on 0844 415 8440 to register.
Beckham's involvement will support Sainsbury's new commitment to encourage over 20 million children to enjoy physical activity by 2020 through the 20 by 20 Sustainability Plan and the 'Live Well For Less' campaign.
The David Beckham Sainsbury's partnership has been negotiated by Simon Fuller's XIX Entertainment.
Notes to editors
Sainsbury's 1m Kids Challenge