Sporting attitudes have changed, Asda reveals

Kids of been inspired by young swimmer Rebecca Adlington and 14-year-old diver Tom Daley, they said as part of the poll carried out by the supermarket.

Asda revealed that it has launched its own initiative in an effort to help children fulfil their sporting aspirations.

Under the Sporting Chance scheme, free lessons are on offer as well as sponsorship deals.

Karen Todd from Asda claimed that the company has put a great deal of effort into helping children hone their sporting potential.

"At Asda we are committed to making all sports, accessible to children and this summer schemes such as our Sporting Chance initiative will go a long way to help future Olympians to glory in 2012 and beyond," she commented.