Asda kicks off new initiative to tackle loneliness in Scotland during summer of sport

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As new research reveals more than 1.9 million over 65’s will be watching the biggest football tournament alone this summer, Asda has announced the launch of ‘Nanzones’: the first-ever football fanzones designed for elderly people to gather, socialise and enjoy the sport together.

With traditional fanzones often overwhelmingly populated by more boisterous crowds, the new dedicated Nanzone spaces have been specially created to cater to the older generation to ensure they don’t end up following the football alone at home.

The launch comes as a result of the retailer’s Togetherness Tracker, which looks at how customers, community groups and colleagues want to support their local communities. According to the poll, 60% of people surveyed think more needs to be done to combat loneliness and social isolation, with the elderly highlighted as the group most in need of support.

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To help tackle the issue, Asda is encouraging Community Champions across its Scotland stores to create their own Nanzone events throughout the summer, to engage with local community groups.

Asda Community Champion Ryan Rooney with event attendees.Asda Community Champion Ryan Rooney with event attendees.
Asda Community Champion Ryan Rooney with event attendees.

David Hills, Chief Customer Officer at Asda comments: “Sport has a way of bringing people together like nothing else. That’s why we want to use the power of football fandom to help strengthen community spirit this summer – and the Nanzones sit at the heart of that ambition. Our colleagues and customers really care about supporting the elderly in their communities, and we hope that by encouraging the nation to join our pledge to bring people together, we can help combat loneliness and social isolation.”

Ryan Rooney, Community Champion at Asda Maryhill, has created the first Scottish Nanzone event ahead of the Scotland vs Germany game on June 14.  

Ryan said: “It’s been great fun bringing the community together to chat about all things sport, we have so many passionate fans of all ages here getting behind the Scotland team, it’s great to bring them all together and have a bit of debate on how we’re going to do in the tournament. Come on the Tartan Army!”

Anyone who wants to get involved and attend Asda’s Nanzones this summer can reach out to the Community Champion at their local Asda store.