A team of independent retailers in Leicester has scored an innovative deal with the city's football club.
The scheme will enable the 14 retailers involved to give free tickets to groups of parents and children for selected Leicester City FC home matches, help them organise trips for youngsters to watch the professionals train and provide coaching help for the shop-sponsored five-a-side teams.

The initiative, co-ordinated by the Federation of Wholesale Distributors' My Shop is Your Shop (MSYS) campaign and supported by Walkers Crisps, will be promoted through point-of-sale material.

MSYS chairman Alan Toft told the newly named Foxes Retailer Forum (FRF): "You are making history in the independent sector as the front-runners in linking your shop and community with the local football league club. 

"This will impress parents who will see the benefits of encouraging youngsters to become interested in sport rather than anti-social behaviour."

FRF chairman and Londis retailer Raj Aggarwar added: "This is a wonderful scheme for independents, for the club and the community."

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