Brand it like Beckham: David signs up to replace Jamie Oliver as face of Sainsbury's


When the Beckhams moved to Los Angeles, Victoria had one regret: "What I will miss is M&S," she said.

"I missed it when I first moved to Madrid and it is the first shop I go to when I'm back."

But despite that ringing endorsement, her husband has just signed a £3.5m deal to become the new face of Sainsbury's, the retailing rival of his wife's essential store.

The former England football captain will appear in cinema and television adverts for Sainsbury's, front the company's Active Kids campaign and promote its sponsorship of the London 2012 Paralympic Games.

The announcement comes after celebrity chef, Jamie Oliver, said he would step down as the face of the supermarket at Christmas, concluding an 11-year partnership. Beckham's fee is higher than the £1.2m a year Oliver is believed to have received.

The Los Angeles Galaxy star, 36, could earn up to £5m, sources said, if the association is extended until after the London Olympics next year.

The endorsement will top up the £12m a year Beckham already receives from his partnerships with Armani, Adidas and other brands.

The adverts will feature the footballer encouraging more children to take up one of the Paralympic sports.

He 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."

He will join existing Active Kids ambassador, Ellie Simmonds, the Paralympic swimmer.

The supermarket said it had donated more than £115m of equipment to schools and sports clubs in an attempt to stem the growth of obesity and inactivity among children. It also aims to get more than a million children to try a Paralympic sport in its 1 Million Kids Challenge.

Shelf life: Who’s endorsing whom?


Jamie Oliver's 11-year relationship spawned 100 TV adverts and numerous best-selling products. Sales of nutmeg soared by 400 per cent after a 2005 advert. Oliver clashed with the retailer during his campaign against battery hens and Sainsbury's stopped selling the eggs. Both parties agreed it was time to move on.


Marks & Spencer

Actress Dervla Kirwan provided the enticing voiceovers for the much-mocked "this is not just food" campaign, described as "food porn". After a 4.5 per cent sales slump, Kirwan was replaced in 2008 by Del Boy. David Jason's arrival marked an earthy change from the "upmarket" Kirwan campaign. Take That, Twiggy and Myleene Klass have also starred in campaigns.



Troubled former pop star Kerry Katona pocketed £1m for four years work as the face of Iceland. The retailer stood by her, despite a turbulent private life, but a News of the World expose with pictures allegedly showing her taking cocaine ended the relationship in 2009. Stacy Solomon, former X Factor finalist and I'm A Celebrity winner, is the face of Iceland.


After shunning chef-endorsed campaigns, Waitrose landed a blow against Sainsbury's by signing up Delia Smith and Heston Blumenthal for a £10m-budget joint campaign. The "Delia effect" kicked in with her Classic Christmas cake box selling out. Profits are up 11.8 per cent.



Flirtations with Sharon Osbourne, Wayne Rooney and Coleen McLoughlin, left, who was paid £1.3m to promote the George range, ended when Asda declared spending on celebrities inappropriate after the credit crunch. The latest campaign features Tamworth shoppers.



Prunella Scales enjoyed a decade playing "Dotty Turnbull" before Naomi Campbell parodied her reputation for a Tesco ad. The Spice Girls received £1m each for a 2007 campaign. The current face of Tesco is Amanda Holden.



Alan Hansen topped up his Match of the Day fees with a run of Morrisons adverts along with Top Gear's Richard Hammond. The supermarket dropped celebrities in favour of schoolchildren before signing former England cricket star Andrew "Freddie" Flintoff for a new campaign.

Start your day with The Independent, sign up for daily news emails
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs People

Recruitment Genius: HR Manager

£36000 - £45000 per annum: Recruitment Genius: This is an exciting opportunity...

Ashdown Group: HR Manager Shared Services - Uxbridge, - 1 Year contract

£50000 per annum: Ashdown Group: HR Manager Shared Services - Uxbridge, Stock...

Recruitment Genius: Graduate Human Resource Officer and Executive Assistant

Negotiable: Recruitment Genius: This is an exciting opportunity to join one of...

Ashdown Group: HR Assistant (Events business) - Central Manchester - £20K

£18000 - £20000 per annum + Benefits: Ashdown Group: HR Assistant (Events busi...

Day In a Page

Fishing for votes with Nigel Farage: The Ukip leader shows how he can work an audience as he casts his line to the disaffected of Grimsby

Fishing is on Nigel Farage's mind

Ukip leader casts a line to the disaffected
Who is bombing whom in the Middle East? It's amazing they don't all hit each other

Who is bombing whom in the Middle East?

Robert Fisk untangles the countries and factions
China's influence on fashion: At the top of the game both creatively and commercially

China's influence on fashion

At the top of the game both creatively and commercially
Lord O’Donnell: Former cabinet secretary on the election and life away from the levers of power

The man known as GOD has a reputation for getting the job done

Lord O'Donnell's three principles of rule
Rainbow shades: It's all bright on the night

Rainbow shades

It's all bright on the night
'It was first time I had ever tasted chocolate. I kept a piece, and when Amsterdam was liberated, I gave it to the first Allied soldier I saw'

Bread from heaven

Dutch survivors thank RAF for World War II drop that saved millions
Britain will be 'run for the wealthy and powerful' if Tories retain power - Labour

How 'the Axe' helped Labour

UK will be 'run for the wealthy and powerful' if Tories retain power
Rare and exclusive video shows the horrific price paid by activists for challenging the rule of jihadist extremists in Syria

The price to be paid for challenging the rule of extremists

A revolution now 'consuming its own children'
Welcome to the world of Megagames

Welcome to the world of Megagames

300 players take part in Watch the Skies! board game in London
'Nymphomaniac' actress reveals what it was really like to star in one of the most explicit films ever

Charlotte Gainsbourg on 'Nymphomaniac'

Starring in one of the most explicit films ever
Robert Fisk in Abu Dhabi: The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers

Robert Fisk in Abu Dhabi

The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers
Vince Cable interview: Charging fees for employment tribunals was 'a very bad move'

Vince Cable exclusive interview

Charging fees for employment tribunals was 'a very bad move'
Iwan Rheon interview: Game of Thrones star returns to his Welsh roots to record debut album

Iwan Rheon is returning to his Welsh roots

Rheon is best known for his role as the Bastard of Bolton. It's gruelling playing a sadistic torturer, he tells Craig McLean, but it hasn't stopped him recording an album of Welsh psychedelia
Russell Brand's interview with Ed Miliband has got everyone talking about The Trews

Everyone is talking about The Trews

Russell Brand's 'true news' videos attract millions of viewers. But today's 'Milibrand' interview introduced his resolutely amateurish style to a whole new crowd
Morne Hardenberg interview: Cameraman for BBC's upcoming show Shark on filming the ocean's most dangerous predator

It's time for my close-up

Meet the man who films great whites for a living