Brand it like Beckham

11 Nov


The Press Association reported today that Sainsbury’s have officially kicked off their promotional activity with David Beckham.

If you didn’t already know, Beckham is the new face of the supermarket’s ‘Active Kids‘ and Paralympic campaign along with two-time Paralympic swimming champion Ellie Simmonds. As a result, the footballing superstar was seen practicing his kick-ups today whilst blindfolded to help promote the Paralympic sport of blind football.

It’s a fascinating game; all the players on the field are legally blind – except the goalkeepers – so to ensure the teams are aware of the football’s movement, the ball has ball bearings inside so it can be heard. This all makes for some captivating viewing which you can see for yourself below:



But with regards to David Beckham and Sainsbury’s, will it work? Well there’s pros and cons to his appointment.

On the plus side, he’s a father of four who already does some great work with his football academy (or ‘soccer’ academy, depending on the location). Secondly, whilst he may not be a Paralympian, he will be playing football for Britain in the Olympics next year so he does have some relevance to the occasion. Beckham’s also incredibly socially attractive as he seems to have a Midas touch when it comes to brands. He’s also adored by the majority of the British public and is an immediately recognisable face.

However, he’s been playing his club football away from the UK for nearly nine years now so is he really in touch with the British family lifestyle? It’s unlikely. Another thing is that, although Beckham may possess this Midas touch, he’s worked with so many brands and campaigns over the years that his profile may just overwhelm Sainsbury’s and consumers will forget what he’s actually promoting.

With all this in mind, I can’t work out whether this is a bold promotional step from the UK’s third largest supermarket chain, or whether it’s a rather lazy and expensive tactic that will fall on deaf ears. I guess only time will tell.


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