Iceland supermarket is launching a campaign to provide free football kits to youth teams across the UK, addressing the financial strain on families due to rising living costs. Research shows a significant number of parents struggle to afford kits and equipment for their children, with many playing in hand-me-downs or damaged gear.
Football stars of the future have the chance to get fully kitted out for free thanks to a supermarket campaign. Josie Gibson is supporting Iceland 's Kits for Kids campaign, which offers hundreds of young players brand-new strips ahead of a major summer of football.
The campaign is kicking off as research reveals 86% of parents say rising living costs have made it harder to support their child's football dreams. According to Iceland Foods research, 84% of children's football teams in the UK rely on contributions from parents, or fundraising efforts, to afford new kits. More than a fifth need to do this every time a new strip is required.
Of the 2,000 parents quizzed, two thirds say their child has played in hand-me-down or old kits, while 16% report their children having to play in damaged kit that isn't fit for purpose. The research also revealed that parents are spending an average of £131 per child each year on equipment, footwear and clothing to keep their children playing the sport.
Ahead of a huge summer of football, Iceland is stepping in to support youth teams by providing brand-new sets of shirts to those who need them most. The Kits for Kids campaign will see hundreds of children receive new kits, easing the financial burden on families and teams and help young players enjoy the game with confidence.
Richard Walker, Executive Chairman of Iceland Foods, said: "There are hundreds of thousands of grassroots football teams across the UK offering incredible opportunities for kids to play the sport the UK loves most.
"However we know that many of these teams struggle to raise the money needed for new kits, and that's why we're proud to step in and do the right thing. Our Kits for Kids campaign will support hundreds of young players by providing new kits.
"We're looking forward to receiving entries, selecting the winners and seeing teams on the pitch in their brand-new strips. " TV favourite and mum of one, Josie Gibson, is helping to lead the search and is calling on parents across the country to get involved. Josie said: "As a mum with a young son who loves football, I know just how important grassroots football is and how quickly the costs can add up.
"These teams do so much for so many kids, so it's disheartening to hear how many are struggling to afford new kits. That's why I'm proud to support Iceland in giving back to community football teams and I’d encourage all parents and guardians to get their entries in.
" Winning teams will receive a full set of new home kits, with Iceland Foods working closely with each team to ensure their colours and badges are represented, with the Iceland logo also featured on the shirts. Winners will also receive a £100 Iceland voucher to help fund drinks and snacks for training and matchdays.
To be in with the chance of winning new kits for your team, visit Iceland's 'Kits for Kids' campaign page at www.iceland.co.uk/kits-for-kids and submit a 100-word entry along with your contact details. Entries close at 23:59 on Tuesday 12th May 2026.
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