- New research among 1,000 UK footballers shows 87% rate match day as their most sociable hour and 82% feel more connected to their community, but 93% say clubs need extra cash.
- Nestlé Cereals, home to brands including Cheerios, Shreddies and Nesquik is awarding three grand prizes of £10,000 cash to winning nominated football teams in its new on pack promotion, plus 1,000 consumer cash prizes.
Local football teams are doing more than scoring goals, they’re keeping communities together. New research among UK footballers shows that for many players, match day is the highlight of the week, offering friendship, belonging and a sense of community.
A survey of 1,000 adults who play football for a local team found that 87% say match day is the most sociable hour of their week, while 82% feel more connected to their local community since joining a team. When it comes to making friends, the success rate is stark: on average, players reckon they’ve made seven new friends since joining their local team. From five aside kickabouts to Sunday League fixtures, grassroots football is helping people build friendships, feel part of something bigger and stay connected in their neighbourhoods.
But while its social impact is clear, players say their local football team is under financial pressure. The research reveals that 93% of footballers believe their club would benefit from additional cash, highlighting the growing challenge many local teams face financially.
When asked where investment is needed most, players pointed to the basics that keep local football going. New kit tops the list (58%), followed by pitch hire (45%), team building (43%) and transport support (37%), reflecting the rising costs faced by grassroots clubs across the country.
The findings come as Nestlé Cereals, home to brands including Shreddies, Cheerios, Nesquik, Go Free and Cookie Crisp, launches a new on-pack promotion designed to give back to community football teams and help keep grassroots sport thriving.
Running from 13 April 2026 for eight weeks, the campaign gives shoppers a chance to nominate their local community football team via the Nestlé Cereals website to win funding.
The promotion will award three grand prizes of £10,000 cash donations to winning nominated football teams, with the three grand prize draws taking place during the campaign. In addition, there will be opportunities for a chance to win 1,000 consumer cash prizes in total via weekly prize draws.
Sarah Fordy, Head of Marketing for Nestlé Cereals UK, said: "Local football is the beating heart of our communities, bringing people together and creating friendships that last a lifetime. At Nestlé Cereals, we're proud to champion these local teams and help them continue doing what they do best, uniting neighbours, fostering friendship, and keeping the spirit of football alive. With this campaign, we wanted to support the game but also invest in the community bonds that make every match day special."
“That’s why we’ve launched this on-pack promotion, giving shoppers the chance to nominate their local football club for the opportunity to win £10,000 in funding. By picking up a promotional pack, we hope people will get behind their community teams and help support the future of grassroots football.”
By encouraging shoppers to get behind their local teams, the on-pack promotion aims to help clubs fund the essentials, from replacing worn out kit to covering pitch fees and ensure grassroots football remains accessible for communities across the UK.
