New Aviva Ireland (Aviva) research highlights the financial pressures facing families involved in grassroots sport
Broadcaster and mum of two Jennifer Zamparelli supports ReBoot with Aviva, in partnership with the FAI, helping families reduce costs and give outgrown football boots a second life
Key findings:
- 51% of parents have decided not to enrol their child in a sport or activity because of the cost
- 80% say the cost of their children’s sports and activities puts financial pressure on their household
- One in three (32%) have reduced spending elsewhere to cover the cost of children’s sport
- 77% have at least one usable pair of children's sports boots or shoes sitting unused at home, while more than half (57%) have two or more pairs
- Club membership fees (36%), sports clothing and kit (36%) and football boots and other sports footwear (33%) are the biggest sports related costs facing families
- Nearly one in five (17%) have considered taking a child out of a sport because of rising costs
More than half of parents in Ireland (51%) have decided not to enrol their child in a sport or activity because of the cost, according to new research1 by Aviva Ireland (Aviva).
The Aviva research, conducted among 750 parents and guardians nationwide, examines the rising cost of grassroots sport and the impact it is having on families, from club membership fees and sports equipment to household budgets and children’s participation in sport. It also explores the opportunity to give outgrown football boots a second life by passing them on to other young players. Football is at the heart of communities across Ireland, but rising costs are making it harder for some families to keep their children involved in the game.
Helping families stay in the game
In response, Aviva, in partnership with the Football Association of Ireland (FAI), is launching ReBoot with Aviva, a free community initiative designed to help families reduce the cost of football by giving outgrown football boots a second life.
How Reboot with Aviva works
- Register or nominate: Schools and football clubs can register to take part in ReBoot with Aviva, while families can nominate a local school or club to get involved.
- Receive a ReBoot with Aviva Pack: Registered schools and clubs will receive a ReBoot with Aviva Pack containing 2 x ReBoot boxes, along with promotional materials to help raise awareness of the initiative within their school or club.
- Appoint a ReBoot with Aviva Champion: Schools and clubs are encouraged to appoint a ReBoot with Aviva Champion to help coordinate the programme, manage the ReBoot box and promote the initiative locally.
- Donate pre-loved boots: Families are encouraged to donate clean, usable football boots they no longer need by placing them in their club's or school's ReBoot box.
- Find a new pair: Families involved with the participating club or school can check the ReBoot box for a pair of football boots in the size they need and take them free of charge, subject to availability. This helps quality boots stay in use for longer while supporting more young players to stay involved in the game.
- Be rewarded: Participating schools and clubs will be entered into a prize draw, with prizes including a €1,000 cash donation, match tickets, a mascot experience at a Republic of Ireland men's senior home fixture, and an exclusive Aviva Stadium tour.
ReBoot with Aviva promotes a more circular approach to sports equipment, giving outgrown football boots a second life and helping to reduce unnecessary waste. The initiative also complements the FAI's sustainability strategy and wider work with MyWaste to promote circularity and improved waste management across football clubs.
Supporting the campaign, Aviva has partnered with broadcaster and mum of two, Jennifer Zamparelli, to help raise awareness of the financial pressures facing parents and encourage families to nominate their local club or school to take part in ReBoot with Aviva.
The cost of grassroots sport
The Aviva research found that four in five parents (80%) say the cost of their children’s sport puts pressure on the household budget, with almost one third (31%) saying it is a major source of financial pressure.
Club membership fees (36%), sports clothing and kit (36%), sports footwear including boots and trainers (33%), travel costs (30%) and registration fees (29%) were identified as the biggest pressures on household budgets.
The impact of these costs is influencing participation. Nearly one in five parents (17%) said they had considered taking their child out of a sport because of the cost, while 13% said they had decided against enrolling a child in a new sport.
Giving sports boots a second life
Alongside the financial pressures facing families, the research highlights a significant opportunity to reduce waste and make better use of football boots.
Almost eight in ten parents (77%) have at least one usable pair of children's sports boots or shoes sitting unused at home, while more than half (57%) have two or more pairs they no longer use.
The findings also show how quickly children outgrow football boots. Many children move through several boot sizes as they grow, meaning parents often find themselves buying new boots while perfectly usable pairs are left sitting unused at home. Almost eight in ten parents (79%) have purchased two or more pairs of football boots during the past twelve months.
Commenting on the initiative, Caroline Cummins, Sponsorship Manager at Aviva Ireland said: "Football plays an important role in the lives of young people across Ireland. It helps them stay active, build confidence and be part of their local community. However, our research shows that the cost of taking part is becoming a challenge for many families.
As part of Aviva's ongoing support of grassroots football, we're proud to launch ReBoot with Aviva. It's a simple idea that can make a real difference. Many families have football boots at home that their children have outgrown but are still in great condition and could help another child keep playing."
By encouraging families to donate and swap football boots, we can help reduce costs, cut down on waste and support more children to stay involved in the game they love."
Jennifer Zamparelli added: "As a mum, I know how quickly football boots can become too small. My children both play sport, and my son is mad about football, so I've seen first-hand how those costs can add up as children grow.
What I love about Reboot with Aviva is that it's such a simple idea. So many families have football boots at home that are still in great condition and could help another child keep playing the sport they love.
It's a practical initiative that helps families save money, reduces waste and keeps children involved in football."
Clubs and schools can register to take part in ReBoot with Aviva at aviva.ie/reboot and be automatically entered into a draw for a range of prizes, including a €1,000 cash donation. Families can also help bring the initiative to their community by nominating their local club or school through the website.