Asda Sporting Chance provides free activities across the UK during every school holiday across UK and is designed to make it easier for families to participate in community sport and drive new traffic to leisure facilities. The scheme encourages children of all ages and abilities to get – and stay – active through sport.
Launched in summer 2008 as a business response to London 2012, the scheme encourages the communities we serve to get active through sport, by signposting families to local facilities. In developing the scheme, we sought to understand how sport operates in Britain and how an Asda initiative could support the existing structure and benefit participation in community sport.
In the current difficult financial climate, community sports providers struggle to drive footfall to their facilities and as such often have spare capacity and unfilled classes.
Our scheme is designed to support these organisations, driving new traffic to their facilities and encouraging repeat participation in community sport.
Ongoing in the implementation of the initiative, these partners have provided an expert sounding board for developing our community sports campaign and guaranteeing its credibility:
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Getting kids active at no cost to Mum – access to free community sport in the school holidays, underpinning new strapline ‘Saving You Money Every Day’ |
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Supporting community leisure providers – driving awareness of and increasing participation at local facilities |
The objectives of the campaign are to:
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Facilitate sporting opportunities for children in communities local to every Asda store |
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Develop simple mechanic with no link to purchase to make community activity affordable for all |
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Build partnership with credible sporting organisations |
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Create a long-term, sustainable campaign that empowers local communities |
To date more than 120,000 children have tried a new sport for free through the scheme, out of this number, 45% have continued to participate in sport.
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