Soccer Aid for UNICEF teams-up with Primark to become Principal Partner of September’s charity match

The world’s biggest charity football match Soccer Aid for UNICEF today announced that Primark are to be a Principal Partner for the 2021 game, which takes place on Saturday 4th September at Manchester City’s Etihad Stadium. The show will be broadcast live on ITV and STV.

This is the second year that Primark has partnered with Soccer Aid for UNICEF. The partnership is part of Primark’s long-standing support for UNICEF, which has seen the fashion retailer donate over £4.5 million since 2018.

As part of the 2021 partnership, Primark customers will have the chance to show their support by donating in UK stores at point-of-sale between Friday 20th August and Saturday 4th September.

Primark will also provide suits from its formal range to be worn by the players on match day. The teams will wear three-piece suits, with both blazers and bomber jackets, for a relaxed but smart style.

The England team will be dressed in luxe grey-check style, while the Soccer Aid World XI FC team have opted for a classic navy colourway. Primark will also be offering a women’s blouse that can be styled perfectly with the formal bomber jackets.

Kem Cetinay – who scored a memorable goal in the 2019 match – will host a range of exciting video content. This includes crossbar and keepy-uppy challenges, as well as exclusive behind the scenes access. Kem will capture training footage and interviews with football legends and celebrities as they share how much it means to be playing for such an incredible cause.

Primark will be exclusively selling Primark for Soccer Aid merchandise in selected UK stores from 24th August. Soccer Aid for UNICEF will receive 50% of the sale price of every Primark for Soccer Aid t-shirt.

Primark will feature prominently throughout the marketing campaign – which kicked-off in June – and also during the game, including on LED perimeter boards during the match.
Ciara Ruane, Director of People & Culture at Primark said: “We are thrilled to be partnering with Soccer Aid for UNICEF for the second year running as part of our long-standing relationship with UNICEF. As well as raising money for this important cause, we’re looking forward to watching the game and seeing the team look just as good off the pitch in our latest range.”
Kenneth Shepherd, Executive Director, Soccer Aid Productions, said: “On behalf of Soccer Aid for UNICEF, I would like to warmly welcome Primark who is continuing its long association with the match. Primark’s support and generosity is invaluable and working with them allows us to raise important funds for UNICEF.”

Returning stars for the 2021 match include: Usain Bolt, Olly Murs, Mark Wright, Paddy McGuinness, Ore Oduba, Kem Cetinay, Liv Cooke, Roman Kemp and Chunkz. Also back is longstanding host and UNICEF UK Ambassador Dermot O’Leary who will be joined by a new touchline reporter in Alex Scott and Maya Jama as a pundit.

The line-up is further strengthened by a number of football stars including: Wayne Rooney, Gary Neville, Paul Scholes, Kelly Smith, Roberto Carlos, Patrice Evra, David James, Emile Heskey and Jamie Redknapp. Harry Redknapp returns as Manager of the Soccer Aid World XI FC, while Micah Richards joins the England coaching team with David Seaman as goalkeeping coach and Sven Goran Eriksson as Manager.

Since 2006 – when UNICEF UK Ambassador Robbie Williams co-founded the concept – Soccer Aid for UNICEF has raised over £47m to help give children all over the world a happy, healthy childhood full of play. Soccer Aid for UNICEF 2020, at Old Trafford, raised a record breaking £9.3m.

As many countries celebrate coming out of lockdown, the Covid-19 crisis is still making life for many vulnerable children even tougher. The money raised from this year’s game could help UNICEF deliver 2 billion Covid-19 vaccines to frontline healthcare workers, social workers and teachers around the world – the people children rely on – and help children get back to school, beat malnutrition, and get the healthcare they need today and long after the crisis is over. It’s us against Covid for every child, everywhere.
The Soccer Aid for UNICEF partnership is part of a long-standing partnership between Primark and UNICEF, that sees Primark raise awareness and money for the charity through initiatives such as Soccer Aid for UNICEF and the in-store Textile Takeback Scheme which lets people recycle their clothing with all profits donated to UNICEF.

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