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