We're supporting The Miss Kick Foundation's mission to get more girls playing football

With the Women's World Cup getting underway we’re proud to be supporting the Miss Kick Foundation in their mission to show young girls everywhere that football has plenty of space for everyone.

As part of our Better Starts programme, 10% from the sale of selected products in our George England range will go to the foundation to support their Future Leaders Programme, which provides provide funding for girls aged 16-18 to gain their Level 1 coaching qualifications and place them in local clubs to gain experience.

The funding will also go towards supporting their on-pitch initiative, which aims to create more mentoring programmes, events, and leadership development pathways for girls and young women aged 16 to 25, through partnerships with organisations.

Miss Kick founder, former footballer Grace Vella, pictured above with some of the range, 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 Leader’s 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."

Our Community Champions have been supporting women’s and girls’ football teams across the country, helping them secure grants from the Asda Foundation, support them via our Green Token Giving scheme, and inviting them for fundraising bag backs.

Here are just a few examples of our stores showing their support:

Michelle, our Gosforth store's community champion, welcomed Wideopen Girls football team in store to supporting their work fundraising for new equipment and kit:

Bella, our Perry Barr store's community champion, was delighted to surprise the Premier FC's U11 Lionesses with a cheque and a whole new kit last year:

The girls have worked their way up from league 3 to the ‘premier league’ and are also Shrewsbury FC tournament winners. Lindsey says there’s “some future England Women footballers in this team without a doubt!”, and couldn’t be prouder to see the Asda Foundation logo on their kit.

Asda Newark's community champion Sinead presented Newark Town Football Club Ladies with a £500 Empowering Local Communities Grant:

The funding was used to purchase new training tops for the team, with the Asda Foundation logo on them. As well as the team, the club also has a Girls Development Centre which encourages girls from the age of 4 to take part in the sport. Sarah, the club's Vice Chair said, "We are so very grateful to Asda Newark for supporting Newark Town FC Ladies."

Blyth Town U11 Girls had a fab day bag packing at our Cramlington store, raising money for new kit. They raised £568, with a little help from Community Champion Jackie, and sent a massive thanks to all of the store’s customers for their support:

And here's Lynne, our Blackburn store's community champion donating drinks and sweets to Dylan who manages Darwen FC Ladies. The team were in their first ever cup final against Burnley in April, and Lynne was happy to provide water and snacks to the team for some half-time pick-me-ups.