The National Literacy Trust's Premier League Reading Stars has now been running for 10 years. During this time, hundreds of thousands of children and families have been inspired by the power of football to develop a love of reading. Although the programme has grown and evolved over this period, the premise remains the same: harnessing the motivational power of football to inspire young people to read more and to improve their literacy skills. The reading intervention targets children and young people who are not yet fans of reading but who are passionate about football. In 2013 the National Literacy Trust undertook an in-depth research study into the impact of the programme. There was a dramatic effect on young people who had previously struggled with literacy, which was even greater than in 2012: (1) 3 out of 4 children made at least 6 months' progress in just 10 weeks. 1 child in 3 made a year's progress, or more; (2) The number of children who enjoy reading "very much" tripled as a result of taking part; (3) The number of children who read every day doubled; (4) 7 out of 10 say that they are now proud to be readers; (5) Nearly half joined their public library; (6) 2 out of 3 say that as a result of taking part they now have a favorite author; and (7) Nearly 9 out of 10 participants said that seeing Premier League footballers read has made them want to read more.