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Case Study: Asda

Asda Sporting Chance was developed to provide a sustainable community sport campaign that would add to the legacy of the London 2012 Olympics on a local level. The scheme demonstrates the retailer's long term commitment to British sport by supporting the elite talent emerging in the UK, and its commitment to helping families lead more active lifestyles by getting involved in physical activity.

The scheme encompasses two initiatives to help it achieve its goal. 'Free Sport for Kids' makes sport and activity more accessible to Asda communities around its stores, offering children free sporting sessions during school holidays.

The initiative brings together a unique network of community leisure partners – private, council and government-funded organisations, and signposts families to local leisure facilities they might otherwise be unaware of, whilst providing a nocost solution for parents, supporting Asda's brand value of 'Saving You Money Every Day'.

'Asda Athletes' works in partnership with sporting charity Sports Aid to provide grants to some of the UK's best up-and-coming young sportsmen and women. Asda has committed to the partnership beyond the 2012 Olympics, pairing a local athlete with every Asda store and depot and providing them with an annual £500 grant. The initiative also supports local athletes' development, offering moral support and raising their profi le in the local community through fundraising and PR, helping ensure that more emerging talent with real potential stays in sport.

Gold Award Winner of 2010 Community Partnership Awards: Culture, Media and Sport

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More Information

• Community Partnership Awards
• Winners 2010 - Community Partnership Awards

FDF has published a booklet Community Partnership Awards 2010 (pdf, 2Mb) featuring a range of company case studies from Community Partnership Award winners.