Beckham signs for Sainsbury’s

David Beckham will become a new face of Sainsbury’s, the supermarket chain announced yesterday.

The former England football captain will front its Active Kids campaign and promote its sponsorship of the London 2012 Paralympic Games.

The announcement comes four months after celebrity chef Jamie Oliver said he would step down as the face of the supermarket after Christmas following an 11-year partnership. Like Oliver, Beckham will appear in adverts for the company. The first is due to shown in cinemas on 25 November.

However, the partnership is designed to highlight Sainsbury’s work with children rather than its products.

The 36-year-old, who currently plays for Los Angeles Galaxy, will be an ambassador for the Active Kids campaign.

He said: “I know the difference leading a healthier and more active life can make to kids.”