The power of the David Beckham brand replaces Jamie Oliver as the face of UK supermarket Sainsbury's

The power of the David Beckham brand replaces Jamie Oliver as the face of UK supermarket Sainsbury's

According to media reports the LA Galaxy star and former England captain is expected to receive between £3.5m and £5m for the deal.

The LA Galaxy star will front the Sainsbury’s Active Kids campaign and promote its sponsorship of the London 2012 Paralympic Games alongside its existing ambassador Paralympic swimmer, Ellie Simmonds.

Beckham will reportedly make between £3.5 million and £5 million from the lucrative deal.

David and Victoria Beckham are one of the most successful celebrity couples in the world. With the couple involved in various sponsorship deals and product promotions, the Beckham brand is estimated to be worth £165 million.

Oliver, who has worked with Sainsbury’s for 11 years, announced that he would be stepping down as the face of the supermarket giant four months ago. His contract will expire with the chain after Christmas.

The Essex-born celebrity chef’s contract was estimated to be worth between £1 million and £2 million a year during the partnership.

“As a world-class athlete and father of four, David is the ideal ambassador to support our commitment to encourage children to get active and live healthier lifestyles for less money,” Justin King, Sainsbury’s Chief Executive told reporters.

The power of the Beckham brand just seems to get bigger and bigger even if the 36 year old is coming to the tail end of his career.

Can you think of any Australian sports stars that could be Beckham’s Australian equivilant in the Brand Image stakes? Shane Warne possibly?

The ImageMaker
The ImageMaker
The ImageMaker is a blog that provides short, succinct articles reviewing the key editorial, commentary and opinion pieces in the major international news outlets each week with specialised commentary from an image / brand management and entrepreneurship perspective. Our coverage ranges from front-page news, to Business, Economy, Tech & Science, Life & Culture and anything else that we see fit to comment on. The ImageMaker is also a place for dialogue - we feel that news services today should be interactive and should involve readers. That’s why we offer a prominent space on every page for our regular readers, for up-and-coming players in politics, business, sport or entertainment, and for people who find themselves in interesting places at interesting times, to share their views. Stay informed, and save time.
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