Sainsbury’s premiers first phase of Beckham Marketing Campaign

David Beckham plays blind football 2

Campaign aims to drive awareness of the Sainsbury’s Million Kids Challenge

Sainsbury's, the Official Partner of the London 2012 Paralympic Games, has today premiered a new campaign created with its Paralympic Games Ambassador, David Beckham. By partnering with David Beckham, Sainsbury's hopes to inspire children of all ages and abilities to lead healthier and more active lifestyles.

The film focuses on Dave Clarke, the ParalympicsGB Beijing 5 a side Football Captain, as he coaches the blindfolded Beckham through a set of drills. The campaign aims to drive further awareness of the Sainsbury's Million Kids Challenge, while highlighting the level of skill and commitment required to participate in Paralympic sport.

The Sainsbury's Million Kids Challenge was launched in April this year and through the distribution of free Paralympic sports equipment to schools, kids of all ages and abilities are being given the opportunity to have a go at Paralympic 5 a side Football, Sitting Volleyball and Goalball. The Challenge has already been taken up by over 6,000 schools with an estimated 2m kids signed up to participate, and it is hoped that this short film will encourage even more schools to sign up. Schools can also win rewards and benefits such as being involved in the Paralympic Torch Relay.

Justin King, Sainsbury's chief executive, said: "We are delighted that David Beckham is supporting the Sainsbury's Million Kids Challenge and our Paralympic sponsorship more widely. With David's involvement we aim to encourage even more schools and their pupils to take part in Paralympic Sport, enabling us to further raise the profile of the Paralympic Games in the run up to London 2012."

David Beckham said: "It has been a fantastic experience training with the ParalympicsGB 5 a side Football squad as I have never experienced or participated in blind football before. They are a real testament to the quality of our Paralympic athletes. The character and determination they show by doing this every single day, makes me proud to be British."

Dave Clarke,  ParalympicsGB Beijing 5 a side Football Captain said: "Spending a day training with a world football icon like David Beckham was a great experience we will never forget. This opportunity allowed our squad to showcase the skills and levels of concentration needed to participate in blind football at an elite level. With David's support and through the Sainsbury's Million Kids Challenge, we are encouraging much of the UK to experience Paralympic Sports for the first time."

The film was created by AMV BBDO, the UK's largest advertising agency.

The Sainsbury's sponsorship of David Beckham has been developed and negotiated by Simon Fuller's XIX Entertainment.

To view the film, visit our Youtube channel

Notes to editors 

London 2012

  • Sainsbury's are the first ever Paralympic-only sponsor.

Sainsbury's Million Kids Challenge

  • The Sainsbury's Million Kids Challenge was announced in April 2011.
  • Sainsbury's Million Kids Challenge has been developed to get kids of all ages and abilities to try a Paralympic sport.
  • The Challenge is open to schools (primary and secondary) that are registered with Sainsbury's Active Kids and have received a free Paralympic kit.
  • To date Sainsbury's has distributed over 6,000 packs of free 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 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 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: 24 November 2011
  • Type of article: Press release