Blog: Dean BestAsda's search for the sport stars of the future

Dean Best | 9 May 2008

Asda’s sport-loving boss Andy Bond has a quest.

He wants to find the British sporting stars of the future.

God knows we need them.

Yesterday (8 May), a missive from Asda landed on my desk outlining the UK retailer’s support in the search for the next David Beckham and, um, Andy Murray.

As part of its “long-term commitment to grass-roots sports in the UK”, the Wal-Mart owned grocer is putting up GBP2m (US$4m) to provide free sporting lessons to kids during their school holidays.

“Asda Sporting Chance is all about making sports more accessible and giving thousands of kids the chance to participate in sports in their local community,” Bond said.

“Sport has always been integral to my life and it gives me a sense of tremendous pride that Asda is now helping to provide a wealth of sporting activity for kids in the community at no extra cost to mum.”

All very noble, I’m sure you’ll agree.

But then, a minute later, another missive from Asda arrives.

Hang on. It’s the same press release. They must be proud of themselves.

Oh, I see. The first was dated – bizarrely – as Tuesday 30th November, 1999. The second had the correct date, some eight-and-a-half years later.

With Britain’s recent sporting record mixed at best, and kids showing more interest in Grand Theft Auto than Grand Slams, why do I get the feeling that Asda may be getting the chequebook out again in 2016?


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