In June 2011 Bristol Rovers Football Club announced a move to a new £40m stadium near the city's ring road. The club is based at the Memorial Stadium but attempts to redevelop the site faltered despite planning permission being granted in 2007. The club decided to consider a move to land owned by the University of the West of England close to the Avon Ring Road on the edge of Bristol. The Memorial Stadium would then be sold to supermarket chain Sainsbury's.
However, local groups Horfield ROSE (who opposed the stadium's extension previously) & BOGOFS (who fought - and won - against a Sainsburys on the Gloucester Road in 2007) opposed the plans.
A new group Residents Against Sainsbury's Horfield (TRASH) was set up.
A linked campaign is trying to save The Memorial Ground on historic ground. However, they have had an application to English Heritage to list the war memorial rejected (because the stadium buildings on
the site have no architectural merit), although this decision is to be reviewed by the Department for Media, Culture and Sport.