Liverpool FC’s Daniel Sturridge replaces David Beckham as Sainsbury’s Active Kids ambassador
Sainsbury’s has replaced David Beckham with Liverpool FC striker Daniel Sturridge as ambassador of its Active Kids programme.
Sturridge is set to front the Sainsbury’s Active Kids voucher collection scheme, which has been running in the UK since 2005, and will also join fellow ambassadors Ellie Simmonds and Jonnie Peacock in the Active Kids 2015 campaign.
Sturridge said that he remembers the launch of Active Kids in his own school “and the difference it made to our PE lessons.”
"I’m proud to be partnering with Sainsbury’s to give children all over the country the opportunity to lead healthier lifestyles. [I] look forward to seeing even more children benefit from it," he said.
Tara Hewitt, Sainsbury’s head of sponsorship, added that the striker was the “perfect choice” to help inspire a new generation.
“Our ambassadors are a key part of our commitment to get 20 million kids active by 2020 and make a positive difference in the communities we serve," she said.