Sainsbury's announces partnership with David Beckham

Sainsbury's Beckham

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 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

London 2012

  • Sainsbury's is the first ever Paralympic-only sponsor. In April 2011 Sainsbury's launched 'The 1 million kids challenge'. This aims to get 1 million kids to try a Paralympic sport and to make Paralympic sports more accessible, by supplying free sports equipment to schools so children can give Paralympic sports a try for the first time.

Sainsbury's 1m Kids Challenge

  • The 1 million kids challenge was announced in April 2011. The 1 million kids challenge is Sainsbury's initiative to get 1 million kids to try a Paralympic sport.
  • It is only open to schools (primary and secondary) that are registered with Sainsbury's Active Kids and have received a Paralympic kit.
  • To date Sainsbury's has distributed 5,726 packs of equipment to participating schools.
  • Participating schools will be eligible to win the opportunity to become involved in the Paralympic Torch Relay.

Active Kids

  • David Beckham joins Ellie Simmonds as ambassador to Sainsbury's Active Kids campaign.
  • Sainsbury's Active Kids was launched in February 2005, in response to growing concerns around children's activity and obesity levels.
  • Active Kids has donated over £115 million worth of equipment and experiences to nurseries, schools, Scout and Guide groups, and Clubmark accredited sports clubs (or acceptable equivalent), can exchange for a variety of sports and activity equipment and experiences. 

Get Set

  • Get Set is the official London 2012 education programme for schools and colleges across the UK. It provides free learning resources for 3-19 year olds to find out more about the Games and explore the Olympic Values of excellence, friendship and respect, and the Paralympic Values of determination, inspiration, courage and equality. It also offers access to exciting prizes and opportunities through participation in competitions and partner programmes. There are over 17,000 schools and colleges registered with Get Set.
  • Sainsbury's 1 Million Kids Challenge is part of Get Set + and is featured within the Paralympic Games theme.
  • The Get Set network is the London 2012 reward and recognition scheme for the active community of schools and colleges across the UK that are demonstrating a commitment to living the Olympic and Paralympic Values. Members of the network gain the right to use the London 2012 education logo, and are given priority access to the most exclusive prizes and opportunities. There are currently over 2000 members of the Get Set network.
  • All schools participating in Sainsbury's 1 Million Kids Challenge are eligible to receive even greater reward and recognition from London 2012 by joining the Get Set network.
  • Visit for more information



About the article

  • Posted on: 03 November 2011
  • Type of article: Press release