Unilever and Asda have joined forces with Festival of Sport, to launch a new exclusive sporting campaign designed to encourage families across the UK to embrace physical activity.
Running from this month until 18th June, the initiative will give shoppers the chance to win 200 family tickets to Festival of Sport, a one-of-a-kind family sporting weekend taking place at Packington Estate in Warwickshire during the first weekend of August. Additionally, 50,000 free local sporting lessons will be rolled out from 12th June – 16th July to make sport even more accessible to children nationwide.
Festival of Sport, co-founded by rugby legends Will Greenwood and Austin Healey, provides children with the opportunity to try new sports, receive expert coaching and develop new skills in a fun, family-friendly environment. This exclusive partnership between Unilever, Asda and Festival of Sport intends to support local communities and get kids active this summer.
A comprehensive set of online and in-store POS materials will raise awareness of the campaign. Shoppers can participate by purchasing selected Unilever products – across food, personal care, and home care categories – in-store or at Asda.com – and entering their details online,* ensuring participation is easy and accessible for all customers.
Recent research from Sport England found that 30% of children spend less than 30 minutes a day being active, while 35% of people are cutting back on activities due to financial pressures[1]. By providing free access to sporting opportunities, this campaign aims to address these challenges and improve both the physical and mental wellbeing of children across the UK.
Jo Taylor, customer director for ASDA at Unilever, said: “Unilever and Asda share a deep commitment to supporting families and communities across the UK. Festival of Sport is a fantastic opportunity to encourage active lifestyles, and we are proud to partner with Asda to bring this exciting event to life to help families enjoy a fun-filled day of sport and healthy activity.”
Kris Comerford, chief commercial officer at Asda, said: “We’re delighted to partner with Unilever and Festival of Sport to bring this unique opportunity to our customers. Supporting families and promoting healthier lifestyles is central to what we do, and this campaign helps us provide children with access to activities that inspire confidence, encourage physical activity, and create lasting memories.”
Also running this summer is Unilever’s partnership with UEFA Women’s EURO 2025™ across its best-known food and personal care brands. Shoppers can win exclusive VIP tickets for the tournament by purchasing Hellmann’s and Unilever Personal Care products, with POS activity running in-store and online across grocery retailers.
[1] *Sport England Activity Check-In: March 2022 & 2023
