David Beckham has been appointed as an ambassador for Sainsbury’s, with the aim of helping to inspire children to be healthier and more active.

David_Beckham_with_Justin_King

In his role, Beckham will support the grocer’s Active Kids Campaign – which donates equipment and experiences to youth groups, schools and organisations – and front its London 2012 Paralympic Games sponsorship.

Sainsbury’s is the first ever Paralympic-only sponsor.

Beckham will be the face of a new marketing campaign to launch with a cinema advert, airing on 25 November.

Sainsbury’s chief executive Justin King said: “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.

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