Many Brits haven’t kicked a ball in months despite football fever swee

Football frenzy might be at fever pitch – but our love of the beautiful game doesn’t necessarily extend to taking part.

Almost half of British adults (48%) admit they haven’t kicked a ball in six months and say the biggest obstacle is no time, according to new research.

But despite a lack of action there’s no lack of passion, with 76% intending to watch a game this summer and 50% admitting they miss the pure joy of playing football, according to the survey by Carlsberg.

The company, one of the lead sponsors for UEFA Euro 2028, are putting Goal Posters on walls in cities across the UK to encourage people to start a kickabout.

Located in spaces where it’s easy to play, the simple goal-shaped designs have already hosted a number of spontaneous games.

Munnawar Chishty, chief marketing officer for Carlsberg Britvic, says: “This summer, the country is understandably gripped by football fever, but our research shows a massive gap between the millions watching the game and those actually getting to play.

“If Carlsberg did football, we’d ensure absolutely everyone could experience the pure, simple joy of a kick-about.

“That’s why we’re bringing the game directly to local communities with our Goal Posters, stripping away the barriers of time, space, and planning, and making it as easy as possible for the public to get back playing football.”

Lynsey Woods, Carlsberg’s global brand director, concurs, saying small-sided kickabouts can be the antidote to ticket prices often preventing fans from going to games.

“At a time when football can feel increasingly out of reach, we wanted to celebrate the part of the game that belongs to everyone,” she said.

“If Carlsberg did the best of football, more people would be playing it, not just watching it. This is a simple reminder of the joy that made us fall in love with football in the first place: picking up a ball and having a kickabout.”

The Carlsberg Goal Posters can currently be found at Sutton Walk and Shoreditch in London and Bridge Street in Manchester for a limited time only.

Players are encouraged to head on down before it’s too late, and keep their eyes peeled for new sites and other ways to play.