Create an event that gave fans a genuine, meaningful way to connect with their favourite players and influencers, while showcasing Alex's commitment to his community.

Fans don't just want to watch from a distance, they want to feel part of something. A competitive tournament gives them a reason to show up, and a shared experience that brings them closer to the people they follow.

We planned and executed Project 17 Cup; an annual ten team tournament bringing together media platforms, grassroots sides, and charity teams including Versus, Baiteze Squad, SE Dons, Ballers in God, The CM Trust and many more. Over 3000 people turned out across the years, creating a vibrant atmosphere where fans could watch competitive football and meet their favourite players and personalities.