David Beckham has joined with British supermarket chain Sainsbury’s to front its Active Kids campaign and promote its sponsorship of the London 2012 Paralympic Games.

“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,” said Beckham. “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.”

David Beckham will be encouraging children of all ages and abilities to ‘have a go’ and take part in several of Sainsbury’s initiatives, including the Million Kids Challenge and Active Kids 2012. The supermarket chain wants to get a million kids to try Paralympic sports.

Since 2005, Sainsbury’s has donated over £115 million worth of sports equipment and experiences to schools and clubs.

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