# In-Store Senior Fan Zones Asda's In-Store Nanzones Fight Loneliness in Elderly Sports Lovers By Laura McQuarrie | Published 2024-06-13 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/nanzones References: [marketing-beat](https://www.marketing-beat.co.uk/2024/06/13/asda-nanzones-sport-news/) & [asda](https://www.asda.com/)  Research suggests that 1.9 people over the age of 65 will watch the biggest football tournament of the year on their own this summer, and Asda is fighting loneliness in older football fans with a series of in-store "Nanzones." This initiative gives people the chance to come together over food, drinks and the shared love of a sport. “Sport has a way of bringing people together like nothing else. That’s why we want to use the power of football fandom to help strengthen community spirit this summer–and the Nanzones sit at the heart of that ambition,” says Asda chief customer officer David Hills. The free-to-enter spaces will pop up in places like [Watford](https://www.trendhunter.com/trends/no-more-red-campaign), Manchester Eastlands and Liverpool Arrow Park stores for the 20th June [England](https://www.trendhunter.com/trends/lost-memorybilia) versus [Denmark](https://www.trendhunter.com/trends/own-goal) game. ## Trend Insights (Trend Hunter) - Score: 7.2/10 - Popularity: 94% | Activity: 98% | Freshness: 25% - Audience gender: 10% men, 90% women - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **In-store Community Zones:** Creating designated community zones in retail stores can foster socialization and fight loneliness among different age groups. - **Sports-themed Social Spaces:** Utilizing sports events as a means to create themed social spaces promotes inclusivity and community spirit. - **Senior Engagement Initiatives:** Developing in-store initiatives aimed at elderly engagement can improve quality of life and customer loyalty. ### Sectors Adopting This - **Retail:** Retailers can leverage in-store events to build stronger relationships with their local communities. - **Sports Entertainment:** Sports entertainment sectors can expand their audience engagement by collaborating with other industries to create holistic fan experiences. - **Elderly Care:** Innovative social programs aimed at seniors can enhance traditional elderly care services and provide new community-based solutions. ## Related on Trend Hunter - [Grocer Jersey Exchange Initiatives](https://www.trendhunter.com/trends/football-shirt-exchange.md) - [Soccer Tournament-Long Store Promotions](https://www.trendhunter.com/trends/fanland.md) - [Inclusive Soccer Watch Parties](https://www.trendhunter.com/trends/inclusive-watch-parties.md) - [Soccer-Themed Entertainment Events](https://www.trendhunter.com/trends/soccerthemed-entertainment-events.md) - [Friendly Fandom Campaigns](https://www.trendhunter.com/trends/fans-have-more-friends.md) - [Forgetful Memorabilia Campaigns](https://www.trendhunter.com/trends/lost-memorybilia.md) - [Women's Football Pubs](https://www.trendhunter.com/trends/the-queens-header.md) - [Celebratory Football Beer Campaigns](https://www.trendhunter.com/trends/tennents-time-to-dream.md) - [Sensory-Inclusive Tournaments](https://www.trendhunter.com/trends/sensory-inclusive-tournament.md)