George at Asda partners with Miss Kick Foundation

George at Asda has announced a partnership as part of the Asda’s Better Starts programme with the Miss Kick Foundation, a foundation empowering women and girls to play and love football.  Alongside official FIFA products, George at Asda is also launching a range of own brand t-shirts and pyjamas for the whole family, where 10% from each sale will be made to the foundation to support their Future Leaders Programme, which aims to inspire more girls to get into coaching. 

With rising costs for young talent playing from community-based clubs and parents feeling the pressure of increased costs for kit and travel to and from fixtures, the Miss Kick Foundation programme will provide funding for girls aged 16-18 to gain their L1 coaching qualifications and to place them in local clubs to gain necessary experience. The funding will also go towards supporting their on-pitch initiative, to develop a high-quality grassroots event for local teams to take part in a football tournament.

Following the Lionesses success in winning the 2022 Euros, George at Asda and Miss Kick Foundation want to keep the spotlight on women’s football and are aiming to show young girls everywhere that the previously male-dominated sport has plenty of space for all.

Commenting on the partnership, former footballer and Founder of the Miss Kick Foundation, Grace Vella, said: “We are very happy to be partnering with George at ASDA. It’s great to see iconic retailers develop a range specifically to celebrate women’s football and we are grateful that a donation will be made to help us continue our important work. It really means a lot to the community we represent to have women’s sport visible in a major supermarket and have already received messages from the girls and their families excited to see the range in their local ASDA. We are looking forward to launching our Future Leaders Programme in the coming months with the support of George at ASDA, and fuelling the next generation of female coaches in England to ensure the game grows for years to come."

Historically, the attention paid to female footballers famously falls short of their male counterparts, with girls’ grassroots teams across the country struggling to stay afloat.

However, fresh from Sarina Wiegman’s recent CBE and the support for the Lionesses in last year’s Euros, there’s certainly a wealth of success stories to inspire and encourage girls of all ages to play.