Celebs' FIFA tournament for NHS Charities Together launched by Dark Horses

Charlie Spargo's picture
by Charlie Spargo

Dark Horses has handled the official launch of the NHS Charities Together Cup, which sees a line-up of household names competing to raise money for NHS Charities Together.

In support of NHS Charities Together's COVID-19 Urgent Appeal, 24 stars including John Terry, Ben Stokes, Tony Bellew, Leah Williamson and Jonny Brownlee, Chris and Kem, and Paddy McGuinness will take each other on on FIFA.

The concept was created and supported by companies including Lynx, BP, Reach PLC and ITV, with supporting creative managed by sports-focused agency Dark Horses, who had just six days to pull together all the content. The campaign officially launched on April 22nd, with the knock-out tournament kicking off on Monday, April 27th.

Its launch film shows families going through their pre-match routine in the same way they would before a real Cup Final. With everything taking place at home, participants create their own team shirts with names like NHS United or FC NHS, get their TVs and sofas ready, and warming up their fingers.

Embedded rich media on Twitter

Dark Horses also created content for every participant and team to be used their social channels prior to their game, in order to drive interest in the tournament.

For the second stage of the campaign, Dark Horses will create fundraising films through real-life stories of doctors, nurses and other NHS key workers, including short videos and daily blogs.

Simon Dent, Founder of Dark Horses, said: “In these uncertain times, the NHS is standing tall and providing support for the nation. We wanted to come together as brands, media partners and agencies to bring our skills and reach to bear and return that support. The determination, creativity and desire to get this done from all involved has been phenomenal.”  

Leo Skagerlind, CEO of Celebrity Esports, added: “Dark Horses has worked minor miracles in getting such brilliant content together in such a short space of time. When I saw the launch film, it made me realise all the weeks of hard work had just come together. The NHS Charities Together Cup will be somewhere between Celebrity Gogglebox, Sports Relief and Soccer AM and will be a tonic which will bring people together in challenging times."