Sainsbury’s signs up Beckham as brand ambassador

Sainsbury’s has drafted in former England captain David Beckham to front campaigns encouraging kids to lead more active lifestyles following the departure of Jamie Oliver as the supermarket’s main brand ambassador.


The footballer will become the face of Sainsbury’s London 2012 Paralympic marketing. He will appear in activity to push the supermarket’s “One Million Kids Challenge”, designed to encourage school kids to try a Paralympic sport, and “support” Sainsbury’s long-running Active Kids campaign.

News of Beckham’s signing comes four months after celebrity chef Jamie Oliver announced he was parting company with the supermarket after eleven years.

Oliver, however, promoted products sold rather than the supermarket’s work with children.

A marketing campaign, starring Beckham, will break on 25 November.

Sainsbury’s, the first ever Paralympics-only sponsor of the Paralympics, introduced its Games brand identity, and “Here’s to Extraordinary” strapline
last month.


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here