Almost half of British adults (48%) admit they haven't kicked a ball in six months, with lack of time cited as the biggest obstacle, according to new research by Carlsberg. Despite this inactivity, 76% intend to watch a game this summer, and 50% say they miss the pure joy of playing football.
Carlsberg's Goal Posters Initiative
Carlsberg, a lead sponsor for UEFA Euro 2028, is placing Goal Posters on walls in cities across the UK to encourage spontaneous kickabouts. Located in spaces where it's easy to play, these simple goal-shaped designs have already hosted several impromptu games.
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
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.”
The Goal Posters are currently available at Sutton Walk and Shoreditch in London and Bridge Street in Manchester for a limited time. Players are encouraged to participate and watch for new sites.
