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?

Sainsbury's

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.

Iceland

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.

Waitrose

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.

Asda

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.

Tesco

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.

Morrisons

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.