Asda has created a series of in-store ‘nanzones’, designed to help combat loneliness for older football fans who would otherwise be watching the tournament alone this summer.

The initiative comes as new research reveals that 1.9 million over-65s will be watching the biggest football tournament of the year on their own this summer.

Giving local people the opportunity to unite over food, drink and football, the free-to-enter spaces, will first appear in Watford, Manchester Eastlands and Liverpool Arrow Park stores for the 20 June England vs Denmark game.

Further research from Asda’s Togetherness Tracker, which looks at how customers and colleagues can support their local communities, found that around 60% of people surveyed think more needs to be done to combat loneliness and social isolation.

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Moreover despite loneliness and social isolation being a core issue for older shoppers, just 17% say they have accessed support.

Further work from Asda on loneliness includes a nationwide call for Britons to check in on an elderly neighbour during the Summer of Sport, sitting with them to enjoy the game.

“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,” said Asda chief customer officer David Hills.

“Our colleagues and customers really care about supporting the elderly in their communities, and we hope that by encouraging the nation to join our pledge to bring people together, we can help combat loneliness and social isolation,” he continued.