It’s going to be the 2012 Beckhams and Sainsbury’s signs up David first

The great man may be getting on a bit (in football terms) but you just know that 2012, the year of the London Olympics, is also going to be the year of David Beckham.

Fresh from winning the MLS in the US with La Galaxy Beckham is set to sign for newly-enriched football team Paris St. Germain and, very likely, appear for the first Great Britain team in the Olympics proper. And advertisers, of course, from Adidas to Pepsi and no doubt a few more besides will be queuing up for his services.

UK supermarket group Sainsbury’s, which is sponsoring next year’s Paralympics for disabled athletes, has nipped in first by signing him up to front its ‘Million Kids Challenge’ aimed at schools. This is a smart move by Sainsbury’s and ad agency AMV/BBDO on two counts: One is Becks, obviously, but another is that the Paralympics seem likely to be the only events ordinary Britons will be able to watch as the tickets for the main event go to serried ranks of sports wallahs, company executives, politicians and other liggers.

Here he is playing football with some visually impaired players.

Some reports say that his ‘deal’ with Sainsbury’s is worth £5m even though the company says he won’t be promoting products. Can’t believe that Becks, who’s not short of a bob or two, would charge for this.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.