Word Cup buzz, real-life costs: football is getting harder to afford, but one charity has the answer

“You see it instantly when a child puts on their kit. Their posture changes, their smile grows, and for that moment, they feel like they truly belong. For families, it removes a barrier and replaces it with opportunity.”

The FIFA World Cup is fast approaching, but alongside the excitement there’s concern about cost.

The 2026 tournament is already being described by some as one of the most expensive yet, with fears it risks becoming a “billionaires’ playground” rather than something everyday fans can be part of.

But for many families, football has been getting expensive for a while.

Boots, kits, club fees and travel to matches and training can quickly add up, turning what should be a simple hobby into a financial stretch. And for some parents, it’s becoming unaffordable.

When playing the game becomes a luxury

Grassroots football has traditionally been one of the most accessible sports. But rising costs are changing that.

Research for Ulster University shows more families are struggling to keep their children involved, particularly those on lower incomes. Many are cutting back, missing sessions or dropping out altogether.

For Dave Poulton, co-founder of the charity Up The Garden Bath, says this isn’t just data, it’s something he sees play out every day. Through the organisation, which focuses on sustainability and social inclusion, the team has launched Goal2Grow, an initiative selling donated football kits for just £10 through its UNITY store.

We spoke to Dave to find out how the project is helping families stay in the game.

“We are seeing the effects every single day,” he told us. “Families are under increasing pressure, and many are having to make difficult choices between essentials.”

As household budgets tighten, football is often one of the first things to go.

“Activities that once brought joy and normality, like sport or creative outlets, are now often out of reach.”

The impact goes beyond money

Football isn’t just a game for many young people, it’s about routine, friendship and confidence, and when children stop playing sport, the effects can be emotional as well as physical. 

“There is more stress, more anxiety, and more isolation. People are not just coming to us for support, they are coming for connection, reassurance, and a sense of hope during uncertain times.”

A simple idea helping families stay in the game

In Peterborough, one community project is trying to make a difference.

Through its Goal2Grow initiative, Up The Garden Bath collects donated football kits and sells them for £10, making them accessible to more families.

“Goal2Grow takes something simple and turns it into something powerful,” Dave told us.

The idea is straightforward, to reuse what already exists and lower the cost barrier.

“We collect donated football kits and give them a second life by making them available to families at a very low cost.”

Why small savings matter

For families already under pressure, even modest costs can be a barrier.

“That £10 can change everything for a child.”

Without affordable kit, some children can’t take part at all.

“Without it, they might not be able to take part at all. With it, they can step onto the pitch, feel included, and be part of something bigger than themselves.”

And the impact is immediate.

“It is about confidence, pride, and belonging. You see it instantly when a child puts on their kit. Their posture changes, their smile grows, and for that moment, they feel like they truly belong. For families, it removes a barrier and replaces it with opportunity.”

Breaking down the barriers

Kit is just one part of the wider cost challenge.

“The cost of kits, boots, club fees, and travel can quickly become overwhelming for families. Too often, this means young people are left on the sidelines.”

Projects like Goal2Grow aim to ease that pressure, and make sure cost doesn’t decide who gets to play.

“It is about making sure that cost does not determine whether a child can take part.”

From local support to national ambition

What started as a local idea is now growing, with plans to expand across the UK.

“We are working towards taking Goal2Grow national, creating a network of communities across the UK where no child is excluded from sport because of cost," says Dave. 

The project is backed by former England goalkeeper David James, helping it reach more people and grow its impact. Having launched his own national initiative, Football Rebooted, in 2021, with support from Utilita Energy, which encourages people to donate old football boots instead of sending them to landfill, the footballing icon immediately recognised the synergy between the two projects.

Turning football passion into something positive

With the World Cup building excitement, there’s an opportunity to channel that energy in a different way. As Dave Poulton explains: 

“Events like the World Cup create a sense of unity and excitement that brings people together.”

For projects like Goal2Grow, it’s a chance to encourage donations and community action.

“It is an opportunity to turn passion for football into positive action.”

As football’s global stage gets more expensive, efforts like this are a reminder that, at a local level, access to the game still matters, and small changes can make a big difference.

“Our goal is simple but powerful, to make sure every child, no matter where they live, has the chance to play.”

Image: David James with Up The Garden Bath