David Beckham becomes new face of Sainsbury's

Thursday November 3, 2011

Sainsbury's have announced that David Beckham will be the new ambassador and long-term partner for their brand.

The announcement comes after Jamie Oliver confirmed that from Christmas 2011 he will no longer be the face of the supermarket chain.

David's activity will differ somewhat to the work Jamie carried out.

Although he'll promote the well established 'Active Kids' campaign he will also be supporting the company's sponsorship of the London 2012 Paralympic Games.

Justin King - Sainsbury's Chief Executive - said, "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."

David has said he is "looking forward to working with Sainsbury's".

"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," added the footballer.

The new project will be familiar ground for the sports star as he has previously worked with childrens' charities focussing on healthier lifestyles (pictured in 2008).

Photo: © Getty Images

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