David Beckham is new face of Sainsbury's

Footballer will replace Jamie Oliver in supermarket ads

Beckham will be the face of Sainsbury's Active Kids campaign and he will also promote the London 2012 Paralympic Games, of which the food giant is sponsor, with paralympic swimmer Ellie Simmonds.

"I know the difference leading a healthier and more active life can make to kids" said the footballer "and I have been really impressed with the long-term commitment that Sainsbury’s has made".

The deal is said to be worth up to £5million and Beckham will start fronting the campaign just after Christmas.