Currys Joins Soccer Aid for UNICEF as Principal Partner for 20th Anniversary Match

Technology retailer Currys has officially entered into a sponsorship agreement with Soccer Aid for UNICEF, becoming a principal partner for the 2026 edition of the charity football match. This year’s event is particularly significant, as it marks the 20th anniversary of the initiative founded by Robbie Williams in 2006.

Partnership Details and Activation

As part of the collaboration, Currys will serve as the sleeve sponsor for the World XI team. The partnership extends beyond the pitch, with plans for various activations during the campaign’s training week. Currys intends to integrate its product range and digital content into the event, featuring the celebrity and former professional players participating in the match.

Ryan Todd, Head of Social Media and PR at Currys, expressed enthusiasm for the partnership, noting that the collaboration provides an opportunity to support the charity’s work in improving the lives of children globally. Tom Peacock, Head of Partnership Generation at Soccer Aid Productions, welcomed the retailer as a principal partner, highlighting the anticipation for the upcoming anniversary celebrations.

A Legacy of Fundraising

Since its inception two decades ago, Soccer Aid for UNICEF has established itself as a major fixture in the charity sporting calendar. The initiative has successfully raised over £121m to support UNICEF’s global programs for children. The most recent campaign alone contributed more than £15m to this ongoing effort.

Star-Studded Lineup

The 2026 match features a high-profile roster of participants. Former professional footballers set to take the field include Wayne Rooney, Jill Scott, Theo Walcott, Jermain Defoe, Leonardo Bonucci and Jordi Alba. They will be joined by a variety of celebrities, including Robbie Williams, Usain Bolt, and Tom Hiddleston.

How to Watch

Fans can follow the action live, as the match will be broadcast across ITV1, ITVX, STV, and the STV Player.

Key Takeaways

• Partnership: Currys is a principal partner for Soccer Aid for UNICEF 2026 and the official sleeve sponsor for the World XI team.
• Milestone: The 2026 match celebrates the 20th anniversary of the charity event.
• Impact: The initiative has raised over £121m for UNICEF since 2006.
• Broadcasting: The game will be available to watch on ITV1, ITVX, STV, and the STV Player.

As the 20th anniversary match approaches, the involvement of major commercial partners like Currys underscores the continued growth and reach of Soccer Aid in its mission to support children worldwide. Stay tuned for further updates as the training week progresses and the final squads are confirmed.