Becks joins Sainsbury's as face of kids campaign

David Beckham is teaming up with Sainsbury's as an ambassador to inspire children to lead healthier and more active lifestyles.

The footballer will support the supermarket's Active Kids campaign and promote its 2012 Paralympic Games sponsorship.

The announcement comes four months after celebrity chef Jamie Oliver said he would stop promoting the supermarket after Christmas following an 11-year partnership.

Like Oliver, Beckham will appear in an advert for the supermarket, which will be shown in cinemas from 25 November.

David Beckham said: "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. I am looking forward to working with Sainsbury's to help UK kids have fun, become even more active and introduce them to Paralympic Sports through the 1 Million Kids Challenge."

The 1 Million Kids Challenge is designed to encourage school children of all ages and abilities to have a go at a Paralympic sport through the distribution of free equipment to schools.

Justin King, Sainsbury's Chief Executive commented: "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. And with a year to go until the Paralympic Games, David's involvement in the 1 Million Kids Challenge will raise the profile even further of disability sport, to help us make this the best Paralympic Games yet."

The Active Kids campaign has now donated over £115 million worth of equipment and experiences to nurseries, schools, Scout and Guide groups, and Clubmark accredited sports clubs.