SBD/November 3, 2011/Marketing and Sponsorship

Beckham Will Replace Chef Jamie Oliver As New Face of Sainsbury's

Beckham's deal is reportedly worth $5.6-8M and could be extended past '12 Games

MLS Galaxy MF David Beckham will become the "new face" U.K.-based supermarket chain Sainsbury's when TV chef Jamie Oliver "steps down as brand ambassador at the end of this year," according to Sophie Maden of MARKETING magazine. The deal is reportedly worth up to $8M (all figures U.S.) and will "feature Beckham supporting Sainsbury's Active Kids campaign, which encourages children to lead a healthier lifestyle." Beckham will also support the store's sponsorship of the London Paralympic Games alongside current endorser Ellie Simmonds, a Paralympic swimmer. Beckham's sponsorship "will kick off with an in-cinema" advertisement on Nov. 25. The deal was negotiated by Simon Fuller's XIX Entertainment (, 11/3). In London, Ben Todd reports Beckham will receive $5.6-8M in the deal, "which could be extended beyond the Games." The "exact figure will depend on various add-ons." Oliver’s deal with Sainsbury’s was estimated to be worth $1.6-3.2M a year "over the course of an 11-year partnership." The announcement that Beckham will replace Oliver "comes four months after Oliver said he would step down as the face of the supermarket after Christmas" (London DAILY MAIL, 11/3).

GAME CHANGER: ESPN L.A.'s Scott French wrote when fans "take stock after five seasons of varying length, and nearly everything" on Beckham's MLS checklist has been accomplished. There is "what's measurable -- jerseys sold, fans in seats, sponsorship and TV dollars, expansion and stadium construction, the Galaxy's success -- and it's certainly impressive." But the "search for Beckham's true legacy leads to this: What he has done, more so than anything else, is positioned Major League Soccer for something really big." French asked, "How will his impact on American soccer, America's league and America's top club be judged?" Galaxy F Landon Donovan said, "There's certain quantifiable measures, like ratings, attendance -- just the number of people we see when we're out, people that know about Major League Soccer now because of him, know the name L.A. Galaxy because of him. And then there's the kind of intangible things that probably remain to be seen for a while." MLS Commissioner Don Garber said, "Without David Beckham, MLS is not the league it is today. People will look back on the history of the league, and I think David coming in 2007 is one of the key moments in the development of MLS 2.0" (, 11/2).

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