Bonnier Books UK Children’s Group, WHSmith, and the National Literacy Trust, have partnered on the 2026 nationwide Go All In campaign for the National Year of Reading, using the hugely popular Ultimate Football Heroes series to support children’s literacy and raise funds to provide books for young readers most in need.
From 21st May to 22nd July 2026, for every copy of Ultimate Football Heroes sold in WHSmith stores across the UK and Ireland, 50p will be donated to the National Literacy Trust, directly supporting its work to improve literacy outcomes for children and young people.
With more than 3 million copies sold worldwide and translations in over 24 languages, Ultimate Football Heroes is the UK’s number one football book series for children. Top titles from the series in the UK include Messi, Ronaldo, the Ultimate Football Heroes Colouring Book and Ultimate Football Heroes 2025 and 2026 annuals. The series is widely celebrated for its ability to encourage reluctant readers, thanks to its focus on world-class football players and their incredible stories, as well as a carefully considered editorial approach that offers both excitement and accessibility.
One of the key collaborating writers behind the UFH series, Matt Oldfield will be supporting the initiative by delivering multi-school events in partnership with the National Literacy Trust in the Stoke and Nottingham regions in June to coincide with the World Cup and promote his newest title in the series, Ultimate Football Heroes: World Cup Greatest Moments.
Anna Bond, managing director of Bonnier Books UK Children’s Group said: ‘We’re delighted to partner with WHSmith and the National Literacy Trust for the National Year of Reading, harnessing the power of Ultimate Football Heroes to inspire young readers across the UK. This much-loved series demonstrates how stories rooted in children’s passions can unlock a lifelong love of reading. Together, we’re proud to support an initiative that not only celebrates reading for pleasure but also helps ensure more children have access to books and the opportunity to discover stories that truly resonate with them.’
Stephanie Milton, publishing director at Studio Press said: ‘With reading for pleasure at a twenty-year low, the impact of gateway series like UFH is more important than ever. We are incredibly proud to be part of this fantastic campaign with WHSmith and the National Literacy Trust, which will support the National Literacy Trust’s excellent work as they ensure every child is given the opportunity to develop a love of reading.’
Andrew Harrison, CEO of UK and International, at WHSmith said: ‘WHSmith has partnered with the National Literacy Trust for over two decades because we know how important reading for pleasure is in shaping young people’s futures. We’re proud to play our part supporting the Go All In campaign, bringing together a much-loved series with an important cause, and getting more books into the hands of children who need them most.’
Jonathan Douglas CBE, Chief Executive of the National Literacy Trust said: ‘The National Year of Reading invites the nation to ‘Go All In’ on their passions and interests through reading. And what better way to fuel a love of football than diving into the brilliant Ultimate Football Hero series. We know that when children and young people have access to books and the freedom to choose books that reflect their interests, they are more likely to read for enjoyment. In turn, this helps build confidence, levels of well-being, and empathy, while also supporting future success in life.
We are delighted to be working alongside WHSmith and Bonnier Books and are extremely grateful for their support. Everyone who supports this initiative is helping to ensure that every child gets the opportunity to connect with stories and become a reader.’
