Sainsbury's has scored a major coup over its rivals by netting the biggest football star on the planet. David Beckham has been signed to front its Active Kids campaign and London 2012 Paralympics sponsorship - the biggest celebrity endorsement yet for one of the big four.

As part of the "long-term partnership", the former Manchester United, Real Madrid and England star will "inspire children of all ages and abilities to lead healthier and more active lifestyles".

He will front Active Kids, which has donated over £115m worth of equipment to sports clubs, and become Sainsbury's ambassador for its London 2012 Paralympics sponsorship and 1 Million Kids Challenge, which is encouraging children to try out Paralympics sports.

"I know the difference leading a healthier and more active life can make to kids and I have been really impressed with the long-term commitment that Sainsbury's has made," Beckham said. Beckham will front a campaign for the retailer, launching in cinemas on 25 November.