The National Lottery is funding the drive with £10 million in a bid to encourage more than 100,000 students across the UK to play sport at least three times per week.
A recent study revealed that fewer than three in 10 students play sport on a regular basis, and that graduates spend twice as much time in pubs as they do on pitches.
According to the survey, carried out by funding provider Sport England, nearly one fifth (18%) of the 1,005 students polled admitted dedicating less than one hour to sport each week.
But more than one in four (26%) said they spent up to 10 hours in the pub.
Meanwhile, nearly half of graduates (47%) said they put on weight after starting university, with more than a third gaining up to a stone.
Sport England aims to reverse these trends by creating opportunities for the 72% of graduates who said they would like to spend more time on the pitch.
Experts believe boosting participation in sport among students and reducing the number of people who drop out in their late teens and early 20s will help achieve the goal of getting a million people playing more sport by 2012-13.
Jennie Price, chief executive of Sport England, said: “We know that young adults who are playing sport regularly by the time they leave university are likely to stick with it for the rest of their lives.”
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