David Beckham still has major relevance across the pond – even five years after his move to the United States and five years since he's been captain of the United Kingdom's National Football team.
Beckham's staying power as a Celebrity Endorsement superstar is undeniable even as his athletic stardom is dimming (as explored in the WSJ Article: "David Beckham Suits Up"). Beckham is arguably the only footballer that is famous enough to have relevancy from L.A. to New York to London and Beijing.
And now the U.K. based Sainsbury’s Supermarket has announced that Beckham will be the new face of their store, replacing their previous 11-year Celebrity Endorsement deal with Celebrity Chef Jamie Oliver. According to International Supermarket News the activation around Beckham will be centered on the promotion of their children's wellness program. From the legendary footballer:
“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.
I am looking forward to working with Sainsbury’s to help UK kids have fun, become even more active and introduce them to Paralympic sports through the 1 Million Kids Challenge.”
So Becks is doing it for the kids! He's really got it all, athletic skills, sex appeal and "family man" charm. David Beckham is truly a well-rounded Celebrity Endorser and that's why he's got real staying power.