Asda introduces Nanzones for older football fans

UK – British supermarket chain Asda has launched in-store football fan zones for senior citizens to watch the Euro 2024 matches.

The Nanzones opened in Asda stores in Watford, Manchester and Liverpool at the end of June, providing a welcoming environment for older sports fans to socialise while enjoying the England games.

More than 1.9m seniors are expected to watch football alone this summer (source: Asda). Nanzones offer free, safe and welcoming spaces with snacks and drinks for people of all ages to come and watch the matches alongside older fans.

Asda has also called for people to check in on older relatives, friends and neighbours and offer those who can’t make it to a Nanzone some companionship during the Summer of Sport. The aim is to reduce loneliness and strengthen local community bonds.

In our Boomers Now and Next: From Ageing to Becoming macrotrend report, we explored how care networks, inter-generational mixing and regular socialisation are essential to combating loneliness in older citizens. Asda’s Nanzones provide fun and social community spaces to enjoy the upcoming sporting fixtures.