The new campaign for the Tier One sponsor features a short film in which Beckham takes part in blind football for the first time ever with the ParalympicsGB blind football team.

The 36-year-old Londoner, who helped steer his side Los Angeles Galaxy to victory in the Major League Soccer (MLS) Cup last weekend, is blindfolded and coached through a set of drills by England blind football captain Dave Clarke (pictured left).

After a short session, Beckham is able to put one of his trademark free kicks into the top right-hand corner of the goal and past the outstretched keeper with his blind on, prompting Clarke, who wants the best possible team to lead at London 2012, to joke: "Not thinking of losing your eyesight anytime soon are you?"

The campaign aims to drive further awareness of the Sainsbury's Million Kids Challenge, while highlighting the level of skill and commitment required to participate in Paralympic sport.

"It has been a fantastic experience training with the ParalympicsGB five-a-side football squad as I have never experienced or participated in blind football before," said Beckham.

"They are a real testament to the quality of our Paralympic athletes.

"The character and determination they show by doing this every single day, makes me proud to be British."

Securing Beckham as an ambassador for the Sainsbury's Active Kids campaign was a huge boost for the supermarket giant, with the football icon now set to work alongside 17-year-old double Paralympic swimming champion Ellie Simmonds, who has been Sainsbury's Paralympic ambassador for over a year.


"Spending a day training with a world football icon like David Beckham was a great experience we will never forget," said Clarke.

"This opportunity allowed our squad to showcase the skills and levels of concentration needed to participate in blind football at an elite level.

"With David's support and through the Sainsbury's Million Kids Challenge, we are encouraging much of the UK to experience Paralympic sports for the first time."

The deal with Sainsbury's is Beckham's third with a sponsor involved in London 2012 as he already has deals with Worldwide Olympic sponsor Samsung and Tier One London 2012 partner adidas.

"We are delighted that David Beckham is supporting the Sainsbury's Million Kids Challenge and our Paralympic sponsorship more widely," said Sainsbury's chief executive Justin King.

"With David's involvement we aim to encourage even more schools and their pupils to take part in Paralympic sport, enabling us to further raise the profile of the Paralympic Games in the run up to London 2012."

The Sainsbury's Million Kids Challenge itself was launched in April this year and through the distribution of free Paralympic sports equipment to schools, children of all ages and abilities are being given the opportunity to have a go at blind football, sitting volleyball and goalball.

The Challenge has already been taken up by over 6,000 schools with an estimated 2 million kids signed up to participate and it is hoped that this short film will encourage even more schools to sign up.

Schools can also win rewards and benefits such as being involved in the Paralympic Torch Relay after Sainsbury's were confirmed as one of three presenting partners of the Paralympic Torch Relay along with BT and Lloyds TSB.

The film with Beckham training with the ParalympicsGB blind football team can be viewed here.

Contact the writer of this story at [email protected]


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