Soccer Aid Productions
Soccer Aid Productions Limited operates Soccer Aid for UNICEF, the world's largest celebrity charity football match, managing ticket sales, corporate partnerships, and donation infrastructure for an annual London Stadium event broadcast live on ITV/STV, with all profits flowing to UNICEF UK.
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Soccer Aid Productions does
Soccer Aid Productions Limited is a UK private company limited by guarantee, headquartered in London at 1 Westfield Avenue, Stratford, that operates the commercial side of Soccer Aid for UNICEF, the world's largest celebrity charity football match, founded in 2006 by Robbie Williams. The company manages ticket sales (via SEE Tickets), corporate partnerships, merchandise, and the online/SMS donation infrastructure, with all profits flowing directly to UNICEF UK (registered charity 1072612). The 34-employee organization runs an annual event at London Stadium that is broadcast live across ITV1, ITVX, STV, and STV Player, featuring England vs Soccer Aid World XI FC teams composed of celebrities and football legends; the 2026 (20th anniversary) event raised £16,462,353 and cumulative fundraising since inception exceeds £137 million.
The business model rests on three revenue streams: ticket sales (adults £20, under-16s £10, with category 5 prices frozen for eight years), donations (online, SMS keywords TEN/TWENTY/THIRTY to shortcode 70156, and monthly pledges of up to £1,000, with Gift Aid reclamation), and merchandise (shop.socceraid.org.uk). During the 2026 campaign, every £1 donated up to £6 million was matched by the Children's Investment Fund Foundation (CIFF), effectively doubling donation impact. Corporate sponsorship is layered into Principal Partners (Primark, Nike, Chery, Currys) and Official Partners (Samsung, TikTok, Norqain, Yoto, FotMob, Old Spice), plus London Stadium as the venue partner and ITV/STV as broadcast partners. Supporting products include the Fan Zone (sponsor activations outside the stadium), challenge fundraising (Olly Murs' 400km "Into The Unknown" from Old Trafford to London Stadium, April-July 2026), and Young Creators Competitions for ages 6-18.
There is no proprietary technology platform; the organization relies on SEE Tickets for ticketing, mainstream payment processors (PayPal, Apple Pay, Google Pay) for donations, and standard broadcast infrastructure. The organization is registered with the UK Fundraising Regulator and operates under the UNICEF UK compliance umbrella. Growth is event-cadenced (one annual match) with year-round fundraising extensions via challenge events and youth competitions, and the leadership team includes a dedicated Head of Partner Generation (Tom Peacock), signaling an intent to professionalize and scale sponsorship revenue.
Soccer Aid Productions firmographics
Firmographics- Name
- Soccer Aid Productions
- Legal name
- Soccer Aid Productions Limited
- Website
- https://socceraid.org.uk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Soccer Aid Productions Limited operates Soccer Aid for UNICEF, the world's largest celebrity charity football match, managing ticket sales, corporate partnerships, and donation infrastructure for an annual London Stadium event broadcast live on ITV/STV, with all profits flowing to UNICEF UK.
- Ownership category
- akta.pro rank
Soccer Aid Productions industry classification
Industry- Product category
- Charity Event Management
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)
- akta.pro secondary industry
- Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB)
Keywords
Where Soccer Aid Productions is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Soccer Aid Productions business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Ticket Sales: Soccer Aid Productions manages ticket sales for the annual charity football match at London Stadium. All profits from ticket sales go directly to UNICEF. Tickets are sold through SEE Tickets platform with prices starting at £10 for under 16s and £20 for adults.
- Donations: The organization receives donations through multiple channels including online portal, SMS text (£10, £20, £30 options), and monthly pledges. Every £1 donated up to £6 million was matched by Children's Investment Fund Foundation (CIFF) for the 2026 event. 100% of donations go to UNICEF UK.
- Merchandise: Soccer Aid operates an online shop selling merchandise, with proceeds supporting UNICEF's work.
- Challenge Fundraising: Special fundraising challenges such as Olly Murs' 400km challenge generate additional donations. The challenge runs from April 8, 2026 to July 1, 2026, with donations matched by CIFF.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Adult tickets for general admission |
| One time/ perpetual license | Pay-as-you-go | Child tickets for general admission |
| Transaction based/ take rate | Pay-as-you-go | SMS text donation options |
| Transaction based/ take rate | Pay-as-you-go | Challenge donation options |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Soccer Aid Productions product offering
Product offeringCore offering
Soccer Aid Productions Limited operates the commercial and ticketing operations of the annual Soccer Aid for UNICEF celebrity charity football match at London Stadium, broadcast live on UK television. All profits from ticket sales, donations, merchandise, and corporate sponsorships are directed to UNICEF UK. The company supports multiple donation channels including online portals, SMS text donations, and monthly pledges, alongside ticketing, merchandise, the on-site Fan Zone, celebrity challenge events, and youth competitions.
Product overview
Soccer Aid Productions operates the world's largest celebrity charity football match - Soccer Aid for UNICEF. The organization offers a portfolio of interconnected fundraising products and services centered around the annual match event. Core offerings include the live match broadcast on ITV/STV platforms, ticket sales through SEE Tickets, and multiple digital donation mechanisms (online, SMS text, monthly pledges). Supporting products include the Fan Zone entertainment area, celebrity challenge events like Olly Murs's 'Into the Unknown' 400km endurance challenge, and youth creativity competitions. All products and services are designed to generate donations for UNICEF's global child welfare programs, with 100% of donations going to the charity.
Differentiator
Problem solved
Functional benefit
Brands
- Olly Murs: Into The Unknown for Soccer Aid: A 400km endurance challenge undertaken by Olly Murs from Manchester's Old Trafford to London Stadium to raise funds for Soccer Aid for UNICEF's 20th anniversary.
- Fan Zone
- Young Creators Competitions
Products and services
- Soccer Aid for UNICEF Match
- Online Donation Service
- Ticket Sales
- Online Merchandise Shop
- Fan Zone
- Challenge Fundraising
- Young Creators Competitions
Quantifiable outcome
- £137 million+ raised since 2006
- +2 more outcomes
Companies that use Soccer Aid Productions
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Soccer Aid Productions technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Soccer Aid Productions partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered principal partner, official partner and core.
- Primarkprincipal partnerMajor fast-fashion retailer as a principal partner of Soccer Aid for UNICEF 2026. Supports the charity match with brand visibility and marketing activation.
- Nikeprincipal partnerGlobal sportswear brand serving as a principal partner, providing official match apparel and brand association with the charity event.
- Cheryprincipal partnerChinese automotive manufacturer as a principal partner of Soccer Aid for UNICEF 2026.
- Currysprincipal partnerMajor UK electronics retailer as a principal partner of Soccer Aid for UNICEF 2026.
- Samsungofficial partnerOfficial Screen Partner of Soccer Aid for UNICEF 2026, bringing 'Watch it on a Samsung' living room experience to the event.
- TikTokofficial partnerSocial media platform as an official partner of Soccer Aid for UNICEF 2026.
- Norqainofficial partnerSwiss family-owned watch brand serving as Official Timekeeper for the second consecutive year. Partnership includes activations spanning training week through match day, with Gary Neville (former England international) as Business Partner for UK & Ireland.
- Yotoofficial partnerAudio platform partner providing football challenges and activities at the Fan Zone.
- FotMobofficial partnerOfficial Live Score Partner of Soccer Aid for UNICEF 2026.
- Old Spiceofficial partnerGrooming brand joining Soccer Aid for UNICEF as an Official Partner.
- UNICEFcoreCore beneficiary of all Soccer Aid fundraising. The UK Committee for UNICEF (UNICEF UK) receives all profits from ticket sales and donations. UNICEF works with local partners worldwide to support children in challenging circumstances.
- ITV/STVcoreUK television networks broadcasting Soccer Aid for UNICEF live on ITV1, ITVX, STV, and STV Player, providing extensive media coverage and audience reach.
- London StadiumcoreThe London Stadium, home of West Ham United, serves as the venue for the annual Soccer Aid match. The 2026 event was sold out.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Soccer Aid Productions competitors and assessment
Company assessmentBroad incumbents
- Macmillan Cancer Support: Macmillan is one of the UK's largest charities with a deep, multi-channel fundraising operation (events, donations, retail) including high-profile mass-participation challenges. Comparable in fundraising infrastructure maturity and UK donor-base overlap, though broader in scope than a single-event model.
- UNICEF UK: UNICEF UK is the registered beneficiary of 100% of Soccer Aid's profits and the operating charity that receives the funds. While not an event organizer, UNICEF UK's fundraising operations, donor base, and brand context are deeply intertwined with Soccer Aid's value chain.
Emerging players
- Right To Play: Right To Play is an international athlete-led charity that uses sport to support children's development — overlapping with Soccer Aid's sport-for-children thesis and its network of professional athlete ambassadors, though operating a programmatic rather than event-fundraising model.
- Help for Heroes: Help for Heroes is a UK military charity that builds fundraising around celebrity-driven sporting events and challenges (e.g., cycle rides, endurance events), sharing Soccer Aid's reliance on high-profile participants and sport-led activations, though focused on the military charity vertical.
- Laureus Sport for Good Foundation: Laureus Sport for Good uses sport and high-profile athletes to drive charitable outcomes globally, sharing Soccer Aid's athlete-led, sport-as-fundraising platform. The Laureus World Sports Awards also function as an annual celebrity sports moment comparable in format to Soccer Aid.
Direct peers
- BBC Children in Need: BBC Children in Need is the UK's other major annual celebrity charity telethon, relying on a live BBC broadcast, celebrity participation, and corporate partnerships to raise funds for children's charities. Its event-anchored, broadcast-driven, UK-domestic model closely mirrors Soccer Aid's structure and audience funnel.
- Sport Relief: Sport Relief, run by Comic Relief, is a UK charity event that combines celebrity sport challenges with a televised fundraising night — the closest direct peer given the shared celebrity-sport-telethon format and shared donor audience.
- Comic Relief (Red Nose Day): Comic Relief runs the UK's flagship celebrity-driven charity telethon (Red Nose Day), combining entertainment, sport, and public fundraising in a similar event-anchored model. Both organizations convert broadcast attention into donations and partner with major UK retailers, making the fundraising mechanics, sponsor mix, and broadcast dependency highly comparable.
- Stand Up To Cancer (Cancer Research UK): Cancer Research UK's Stand Up To Cancer is a UK celebrity-telethon fundraising campaign that mirrors Soccer Aid's blend of mass broadcast entertainment, corporate sponsors, and multi-channel public donations.
Regional players
- Walk the Walk: Walk the Walk is a UK breast cancer charity that organises mass-participation celebrity-backed sporting fundraising events (e.g., The MoonWalk). Comparable in operating model — UK-domestic, celebrity-endorsed, sport-anchored mass-participation fundraisers — though focused on a different cause vertical.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Soccer Aid Productions social profiles
Digital presenceSoccer Aid Productions compliance and trust
Trust signalCompliance2 records
Soccer Aid Productions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Soccer Aid Productions leadership team
Management profileNumber of profiles
Profiles1 record
Soccer Aid Productions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Soccer Aid Productions M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Soccer Aid Productions
What does Soccer Aid Productions do?
Soccer Aid Productions Limited operates the commercial and ticketing operations of the annual Soccer Aid for UNICEF celebrity charity football match at London Stadium, broadcast live on UK television. All profits from ticket sales, donations, merchandise, and corporate sponsorships are directed to UNICEF UK. The company supports multiple donation channels including online portals, SMS text donations, and monthly pledges, alongside ticketing, merchandise, the on-site Fan Zone, celebrity challenge events, and youth competitions.
Is Soccer Aid Productions a public or private company?
Soccer Aid Productions is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Soccer Aid Productions founded?
Soccer Aid Productions was founded in 2006. It employs 11 to 50 people.
Where is Soccer Aid Productions based?
Soccer Aid Productions is headquartered in London, United Kingdom, in the Europe region.
How does Soccer Aid Productions make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are donations, merchandise and challenge Fundraising.
Who are Soccer Aid Productions's main competitors?
Broad incumbents on record are Macmillan Cancer Support and UNICEF UK. Emerging players are Right To Play, Help for Heroes and Laureus Sport for Good Foundation. Direct peers are BBC Children in Need, Sport Relief, Comic Relief (Red Nose Day) and Stand Up To Cancer (Cancer Research UK). Walk the Walk is listed as a regional player.
Does Soccer Aid Productions have an API?
No public API is recorded for Soccer Aid Productions.
What industry is Soccer Aid Productions in?
Soccer Aid Productions's product category is Charity Event Management. Its primary akta.pro industry code is MPAKAKAK, Sports Fundraising & Development Services (Foundations, NIL Collectives Support), with a secondary code of MPAKALAB, Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers). Its NAICS code is 711320 and its SIC code is 7900.