Almost half of British adults (48%) admit they haven't kicked a football in six months, despite the World Cup sparking nationwide enthusiasm for the sport, according to new research by Carlsberg. The survey reveals that the biggest obstacle is lack of time, with many fans preferring to watch rather than play.
Passion for Watching, Not Playing
The study found that 76% of British adults intend to watch a game this summer, and 50% confess they miss the pure joy of playing football. However, the gap between spectators and participants remains wide, highlighting a trend of passive fandom.
Munnawar Chishty, chief marketing officer for Carlsberg Britvic, said: “This summer, the country is understandably gripped by football fever, but our research shows a massive gap between the millions watching the game and those actually getting to play.”
Carlsberg's Goal Posters Initiative
To address this, Carlsberg, a lead sponsor for UEFA Euro 2028, has installed Goal Posters on walls in cities across the UK. These simple goal-shaped designs are placed in accessible public spaces and have already hosted spontaneous games. Locations include Sutton Walk and Shoreditch in London, and Bridge Street in Manchester, available for a limited time.
Lynsey Woods, Carlsberg’s global brand director, said: “At a time when football can feel increasingly out of reach, we wanted to celebrate the part of the game that belongs to everyone. If Carlsberg did the best of football, more people would be playing it, not just watching it.”
Encouraging Spontaneous Play
The initiative aims to strip away barriers like time, space, and planning, making it easy for the public to get back to playing. Players are encouraged to visit the sites and keep an eye out for new locations.
