Soccer Aid for Unicef
Soccer Aid for Unicef brings together two teams of celebrities and footballing legends from England and all over the globe for the biggest charity celebrity football match anywhere. This year, Olympic champion Usain Bolt made his long-awaited football debut as part of the Soccer Aid World XI. The Bolt launch created coverage around the world and was the springboard for a successful six-month integrated marketing campaign that raised brand awareness and vital donations for a great cause. The match took place in June 2018 and was watched by a peak of six million people in the UK on ITV and raised £5.5million on the night. Triple S Communications led the Soccer Aid for Unicef PR campaign working closely with the in-house media teams at Unicef UK and ITV.
Soccer Aid started back in 2006, as the brainchild of Unicef UK Ambassador Robbie Williams and actor Jonathan Wilkes. Since then, former stars of the game like Diego Maradona, Zinedine Zidane and Alan Shearer have played alongside music, film and TV stars like One Direction’s Louis Tomlinson, Woody Harrelson and James McAvoy.
The Soccer Aid for Unicef matches will now be played annually as part of a rebranded 365 project and the money raised through donations on the night and ticket sales helps support children in danger around the world. Plans for 2019 are already underway.