CCFB Homepage / Social / Supporting Local Communities / Better Starts / Miss Kick

George at Asda Scores Charity Partnership

Ahead of July 20th’s kick off, George at Asda supports girls’ grassroots teams and future coaching stars with donations to the Miss Kick Foundation.

Shop the exclusive range of World Cup ready tees and PJs available instore and George at Asda is proud to announce an exclusive partnership as part of Asda’s Better Starts programme, with the Miss Kick Foundation; an inspirational foundation empowering girls from 5-16 years old to play and love football.

Alongside official FIFA product, George 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 incredible 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 thrilled to be partnering with George at ASDA at such an exciting time for women's football. It's great to see a range specifically celebrating women’s football so visible in a major supermarket, and it means so much to the community we represent. I have already received messages from the girls and their families excited to see the range in their local ASDA. The money raised through sales will be vital to ensure we can continue our important work, and in the coming months, will help launch our Future Leader's Programme, 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 age to play.