Erling Haaland surprised young fans by disguising himself as a camera crew member — complete with a false moustache — during a photoshoot to launch Kellogg’s new football shirt, marking the return of its football camps for kids this summer. The Norwegian striker arrived in stealth mode, catching the children totally off guard when he revealed his true identity.

Joining him in the fun were Manchester City comrades Ilkay Gundogan and Josko Gvardiol, not to mention EFL talents Ellis Simms of Coventry City, Jay Stansfield of Birmingham City, and Chesterfield's own Will Grigg.

The children had gathered to model the brand-new Kellogg’s PUMA football shirt and celebrate the return of the football camps, open to children aged 5-15. These camps, delivered in partnership with the EFL, Manchester City, Celtic, and Rangers, aim to keep kids active and engaged during the summer.

To further support families, Kellogg’s will offer more than 30,000 free places across 70 football clubs nationwide, providing a fun and active outlet for children during the holidays as research shows that 78% of parents worry about keeping their children entertained over the summer break.

The research showed one in five children (19%) are active for just an hour or less a day during the holidays. Rising costs of activities and excessive screen time were noted as the key barriers to keeping kids engaged.

The study, carried out by OnePoll, revealed that football is a beacon of hope for the next generation. Over half (57%) of parents believe football is the most influential sport for young people. Meanwhile, 71% credit the sport with keeping children active and healthy, 67% believe it fosters teamwork and social skills, and 66% say it develops confidence.

Reflecting on the importance of football in his own childhood, Manchester City midfielder İlkay Gündoğan said: “Playing football teaches you so much – both about yourself and others. Growing up, it was the perfect way for me to socialise and connect with new people.”

He added: “Sharing the same journey and special moments on the pitch brought us closer, and some of those friendships have lasted a lifetime. Now, being in the dressing room with so many different personalities from all over the world, you learn about their backgrounds, their cultures.

“I really enjoy that, because it shows just how much football can teach – especially for kids growing up.”

Will Grigg, Northern Ireland international and Chesterfield goalscorer, said: “It's so important for kids to be active, not just to stay healthy but because of the social benefits that playing sport can bring.

“Growing up, playing football gave me the opportunity to make new friends, feel part of a team and develop a sense of identity. It also taught me how to be resilient, build confidence and self-belief – and it still teaches kids those same life skills today.”

Chris Silcock, MD at Kellogg’s, which is giving parents the chance to sign up to the camps on its website added: "The UK is football mad and we know that this love for the beautiful game starts from a young age.

“Our camps give kids the chance to get outside this summer and follow in the footsteps of their footballing heroes, guided by FA-qualified coaches - they also help take the summer holiday pressure off parents.

“Our goal is to give as many children as possible across the country the opportunity to stay active this summer through football, with the camps launching at more than 150 locations across the UK, most families will find a camp near them.”