Asda is launching a health initiative designed to get local communities more active and involved in sport as part of its partnership with the Government’s anti-obesity initiative Change4Life.

The supermarket has partnered with the Fitness Industry Association (FIA) in a bid to take advantage of the increased interest in sport around this summer’s Olympic Games.

Asda will host 20 large-scale community-sporting events in playing fields or green spaces close to Asda stores around the UK, where its shoppers can try out new sports.

It hopes to help families find cheap activities they can do in their local communities that fit into their busy lives.

The supermarket will work with local charities, County Sports Partnerships and FIA members to showcase sports events including Kwik Cricket, football, martial arts, volleyball and Zumba classes.

Asda Active: Getting Britain Moving will be funded by Sport England’s Sportsmatch which awarded funds to the FIA. It will also be supported by Change4life’s sub-brand Games4Life and will leverage the Department of Health’s Chage4Life programme.

The initiative will be promoted by an online marketing campaign led by Asda, plus a digital and social media drive. It will also be promoted through local marketing channels and local stores.

Asda and the FIA will also use the events, which they hope will attract 50,000 people, as a data capture opportunity to build up a consumer panel. The organisations hope to use the data gleaned from the panel to gain insight onto the barriers and motivations to getting more people, more active, more often.

The events will run this summer, starting during the Queen’s Diamond Jubilee bank holiday weekend.

Asda previously worked with the FIA as part of Change4Life’s ‘Great Swapathon” initiative which saw the supermarket distribute vouchers for discounted swimming and gym sessions.