Almost half of British adults (48%) admit they haven't kicked a football in six months, with a lack of time cited as the biggest obstacle, according to new research by Carlsberg. Despite the nation being gripped by football fever, the simple joy of playing has slipped out of reach for many.
Passion for Watching, Not Playing
The survey reveals that 76% of Brits intend to watch a game this summer, and 50% admit they miss the pure joy of playing football. However, the gap between spectators and participants remains wide. Carlsberg, a lead sponsor for UEFA Euro 2028, commissioned the research to understand the barriers to playing.
Carlsberg's Goal Posters Initiative
To address this, Carlsberg has unveiled Goal Posters across the UK—simple goal-shaped designs placed on walls in cities like London and Manchester. Located in easily accessible spaces, these posters have already hosted spontaneous kickabouts. 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. If Carlsberg did football, we’d ensure absolutely everyone could experience the pure, simple joy of a kick-about."
Breaking Down Barriers
The initiative aims to strip away barriers of time, space, and planning. Lynsey Woods, Carlsberg’s global brand director, added: "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. This is a simple reminder of the joy that made us fall in love with football in the first place: picking up a ball and having a kickabout."
Where to Find Goal Posters
The Carlsberg Goal Posters are currently located at Sutton Walk and Shoreditch in London, and Bridge Street in Manchester, for a limited time only. Players are encouraged to head down and keep an eye out for new sites and other ways to play.
