Sainsbury’s Unveils Sturridge Partnership

Liverpool striker Daniel Sturridge has partnered with Sainsbury’s in a new, long-term initiative that will see the England forward become the face of a number of programmes including Active Kids – a project previously promoted by another Sainsbury’s ambassador, David Beckham – to encourage children of all ages and abilities to lead healthier, more active lifestyles.

The rising star of English football will front a variety of Sainsbury’s programmes aimed at inspiring children to take part in sport and eat a healthy diet and joins fellow Sainsbury’s ambassadors – including London 2012 Paralympic Gold Medallists Ellie Simmonds and Jonnie Peacock – to star in Sainsbury’s Active Kids 2015 campaign, launching in the New Year.

In addition to fronting Sainsbury’s Active Kids voucher collection scheme – which has brought over £150 million worth of equipment and experiences to schools and organisations across the UK since 2005 – Sturridge will also help support a range of the brand’s wider healthy lifestyle partnerships including Sport Relief, the Sainsbury’s School Games and Sainsbury’s Summer Series with British Athletics.

Sturridge said: ‘Encouraging children to be active and enjoy sport is a real passion of mine. I’m proud to be partnering with Sainsbury’s to give children all over the country the opportunity to lead healthier lifestyles. I remember the launch of Active Kids in my school and the difference it made to our PE lessons and look forward to seeing even more children benefit from it.’

Tara Hewitt, Sainsbury’s head of sponsorship, added: ‘We’re thrilled to have signed Daniel, admired by parents and kids alike, he’s the perfect choice to help us 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.’