Iceland has launched a nationwide campaign to help grassroots football teams as research revealed that 86 per cent of parents said rising living costs made it harder to support their children’s football ambitions.

Iceland aims to support youth teams by providing new sets of shirts to local communities as part of its new campaign, which is called ‘Kits for Kids’.

The initiative is supported by television personality Josie Gibson, who is fronting the campaign and encouraging parents across the country to get involved.

Parents and coaches can apply for the free kits by visiting the retailer’s website alongside a short 100-word entry which explains why the team would benefit from a kit upgrade.

The winning teams will receive a full set of new home kits alongside a £100 Iceland voucher to help fund snacks and drinks for training and matchdays.

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Executive chairman of Iceland Foods, Richard Walker, said: “There are hundreds of thousands of grassroots football teams across the UK, offering incredible opportunities for children to play the sport the UK loves most.

“Our Kits for Kids campaign will support hundreds of young players by providing new kits. We’re looking forward to receiving entries, selecting the winners, and seeing teams take to the pitch in their brand-new strips.”

This move comes as research by Iceland Foods revealed that 84 per cent of children’s football teams in the UK depend on contributions from parents and fundraising efforts to afford new kits.

Josie Gibson said: “As a mum with a young son who loves football, I know how important grassroots football is and how quickly the costs can add up.

“These teams do so much for so many kids, so it’s disheartening to hear how many are struggling to afford new kits. That’s why I’m proud to support Iceland in giving back to community football teams, and I’d encourage all parents and guardians to get their entries in.”