Sainsbury’s swaps Beckham for Liverpool FC’s Sturridge to front ‘Active Kids’ drive

Sainsbury’s is to replace David Beckham with Liverpool FC striker Daniel Sturridge as the face of all its marketing on encouraging kids to lead healthier lifestyles.

Liverpool striker Daniel Sturridge will front Sainsbury's 'Active Kids' campaign next year.
Liverpool striker Daniel Sturridge will front Sainsbury’s ‘Active Kids’ campaign next year.

The English footballer will front the supermarket’s ‘Active Kids 2015’ campaign alongside London 2012 Paralympic Gold Medallists Ellie Simmonds and Jonnie Peacock. He will spearhead several initiatives alongside ‘Active Kids’, all aimed at inspiring children to play more sport and eat healthier.

The long-term tie-up sees the supermarket end its ties with David Beckham, whose three-year deal has now ended. Sainsbury’s signed him in 2011 to help boost donations of equipment to nurseries, schools and community groups at a time when interest in sports among kids across the UK was high due to the London 2012 Games.

A spokeswoman for Sainsbury’s said: “David has been a fantastic ambassador for Sainsbury’s ‘Active Kids’ over the past three years – he’s encouraged thousands of kids to get more involved in sport, supporting our commitment to inspire and enable healthy lifestyles. Like them, we want to thank him for everything he’s done.”

Sainsbury’s has ramped up its sponsorship activity in the wake of the Games in a bid to foster good will from its involvement in the legacy movement. It has committed to backing the British Athletics Paralympic programme through to the 2016 Games in Rio and the IPC World Championships in 2017.

For Sturridge, the deal is another top name brand to add to his recently formed ties to Subway and Beats following what was arguably the best season in his footballing career to date.

Sponsorship experts have said the star’s hard-working ethic and low profile off the pitch make him a suitable asset for brand’s looking to inspire children.

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