David Beckham in '£5m deal' to replace Jamie Oliver as face of Sainsbury's

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By Ben Todd

Olympic ambassador: Beckham, pictured here with Zara Philips, will front the Sainsbury's Active Kids campaign and promote its sponsorship of the London 2012 Paralympic Games

David Beckham is to receive as much as £5million from Sainsbury’s in an extraordinary new promotional deal.

The former England captain is to be a face of the supermarket giant after celebrity chef Jamie Oliver announced he was stepping down from his role with the chain.

Beckham will front the Sainsbury’s Active Kids campaign and promote its sponsorship of the London 2012 Paralympic Games.

He will join existing ambassador Ellie Simmonds, the Paralympic swimmer.

Beckham – who along with wife Victoria is already estimated to be worth £165million – is set to receive between £3.5million and £5million in the deal, which could be extended beyond the Games.

The exact figure will depend on various add-ons.

A source told the Mail: ‘The deal will be worth at least £3.5million – and as much as £5million.’

Speaking of the Active Kids campaign, they said: ‘As a father and a sportsman, it chimes perfectly with what he believes is important.’

The 36-year-old, who currently plays for Los Angeles Galaxy, will appear in adverts for the company, with the first due in cinemas from November 25.

Replacement: Jamie Oliver, pictured with Sainsbury's chief executive Justin King has worked with Sainsbury's over the last 11 years

Beckham said: ‘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.’

Oliver’s deal with Sainsbury’s was estimated to be worth between £1million and £2million a year over the course of an 11-year partnership.

The announcement comes four months after Oliver said he would step down as the face of the supermarket after Christmas.

Family man: David Beckham and his son Brooklyn. 'Brand Beckham' will earn up to £5m from the Sainsbury's tie-up