David Beckham has become the new face to represent Sainsbury’s Active Kids campaign and the Paralympics. Sainsbury’s was the first sole sponsor for the London 2024 Paralympics, and has signed up Beckham to encourage a million kids in the UK to try out a Paralympic sport. As the levels of childhood obesity continue to be a concern, the supermarket giant is donating equipment to sports clubs and schools worth more than £115 million.

The former captain of the England football team and LA Galaxy midfielder is to appear in TV adverts for Sainsbury’s, promoting the 1 Million Kids Challenge. The aim of the supermarket is to get a million children to attempt at least one sport, and Beckham is just the man to encourage them. He said:

I am looking forward to working with Sainsbury’s to help UK kids have fun, become even more active and introduce them to Paralympic sport.

As a 36 year old father of four children, Beckham is keen to encourage levels of kid’s exercise and reduce childhood obesity. Athletes who are visually impaired will play a five-a-side football game, using a ball which has a device inside it that makes a noise. Eight teams will compete in the five-a-side challenge in the Olympic Park. David Beckham attempted Keepy-uppy while blindfolded, to promote the event.