WHAT IS MONSTER KICKABOUT? 

Published: 09/03/2026 | Written by: Dylan Jones 

Football is often talked about in terms of what happens at the top. The biggest stadiums. The biggest names. The moments played out in front of millions. But everyone’s relationship with the beautiful game starts somewhere much smaller. A playground. A school hall. A shared space where the opportunity to play is there and the fun is brought back into football. Monster Kickabout was created with that in mind. You might not know exactly what the initiative does, or how to get involved, so let’s deep dive into the amazing work achieved by Monster Kickabout.  

Launched in 2020, at a time when children across the country were returning to school after long periods at home, the initiative began with a simple aim. Get kids active again. Get them moving. And, most importantly, make football feel open to everyone, not just those who already saw themselves as players. 

“Coming out of that period, there was a massive focus on getting kids active again,” explains Jamie Stewart, who helped start the Monster Kickabout initiative. “The aim was to get kids playing football, but in a really inclusive way, not just the kids who were good at it.” 

Monster Kickabout was born out of a partnership between Sports Direct and Nike, and from the outset, the focus was on inclusion. In particular, girls, who were underrepresented in grassroots football. 

“There was a real focus on girls’ football,” Jamie says. “The Lionesses were starting to have success, and it felt like the right moment to really encourage girls to get out there, get involved and feel like football was a space for them.” 

In its earliest form, Monster Kickabout focused on giving schools the resources they needed to run inclusive football sessions. Equipment packs were sent out, teachers were supported, and schools were encouraged to take part in a dedicated Monster Kickabout moment each year. Thousands of schools signed up, each reaching hundreds of children in their local communities. But that was only the beginning. 

Over the last five years, Monster Kickabout has evolved into something far more wide-ranging. While the core message has remained the same, today the initiative includes school visits led by qualified coaches, who run high-energy sessions designed to get everyone involved. The emphasis is always on participation rather than performance, creating an environment where children can enjoy football without pressure. 

“We take teams of coaches into schools and deliver proper sessions for the kids,” Jamie explains. “It’s about loads of fun, getting everyone involved and just letting them enjoy being active.” 

In some cases, those visits are made even more memorable through appearances from football figures, from Jill Scott to Conor Gallagher, giving children the chance to meet players they adore. These moments help bridge the gap between grassroots football and the professional game, making the sport feel more relatable and real. 

For 2026, Jill Scott has become the face of Monster Kickabout. Her inspirational story and background in grassroots make her connection to the initiative that bit more personal. She is a firm believer that “The future of football isn't about looking at the top of the pyramid; it's looking at grassroots.” Which is exactly what Monster Kickabout was designed to do. To ensure that kids of all abilities have the chance to play football and “fall in love with the game” just like she did.  

Monster Kickabout has also created opportunities that many children would dream of. From trips to major stadiums to matchday experiences.  

“We’ve taken kids to Wembley, to Manchester City games, to watch the Lionesses,” Jamie says. “We’ve even had opportunities where some of the girls went to St George’s Park, met the England team and watched them train.” 

These behind-the-scenes moments turn a simple love of football into something unforgettable.

Each year, around three to four thousand schools take part in the initiative. Hundreds of thousands of children are reached annually, all through school-based activity. Schools register and are then invited to take part in opportunities as they come up. Over time, the initiative has shifted towards offering more regular events, making sure engagement is not limited to a single moment. 

While participation numbers matter, Monster Kickabout is focused on impact. That means creating moments that stay with children long after the session ends. One example is providing football kits to schools, helping kids feel a sense of pride and removing practical barriers to participation. 

By lowering the barrier to entry, providing supportive environments, and placing enjoyment at the centre of the experience, the initiative helps make sure that football continues to belong to everyone. That approach is reflected in the programme’s three guiding objectives: 

• Encouraging participation in girls’ football and supporting the growth of the women’s game. 

• Creating unforgettable football moments that inspire and motivate.  

• Engaging schools and communities to promote active, healthy lifestyles through sport. 

Together, those pillars support the initiative’s wider purpose. 

As women’s football continues to grow and the professional game reaches new audiences, initiatives like Monster Kickabout play a vital role in shaping what comes next. By focusing on schools and communities, it ensures the game’s future is built from the ground up. One session. One opportunity. One moment at a time. Because before football becomes a career, a spectacle, or a headline, it starts with a kickabout.