Following my recent articles and requests for clarity around Soccer Aid for UNICEF, I’ve now received a further formal response from UNICEF UK. I want to thank them for replying and for confirming some important points; it’s a welcome step, even if it doesn’t go far enough.
What They’ve Said
UNICEF UK has confirmed the following:
- No fees are paid to any celebrity or former professional footballers involved in the Soccer Aid match.
- Presenters are not compensated through Soccer Aid funds.
- 100% of public donations go directly to UNICEF UK.
- The money raised is “unrestricted”, meaning it isn’t tied to specific countries or projects but is directed to where UNICEF believes it’s needed most.
- The 2024 Annual Report outlines funding support for countries such as Sudan, Gaza, Ukraine and Lebanon, among others.
These points matter, and it’s only fair to acknowledge that UNICEF UK appears to handle public donations in line with their declared charitable objectives.
But What’s Still Missing?
Despite these clarifications, many of the deeper financial questions remain unanswered. Here’s what they were unable (or unwilling) to provide:
- A breakdown of how Soccer Aid money is actually spent; by country, programme, or theme.
- Any detail on commercial revenue; from sponsorships, merchandise, brand partnerships (e.g. EA Sports, Primark), or media rights.
- Whether celebrity participants donate, and if those donations are included in the public fundraising totals.
- Any insight into how production costs are offset or subsidised by ITV or corporate partnerships.
The response also invoked “commercial sensitivity” as a reason not to share further details; a surprising position, given that Soccer Aid is a televised fundraising appeal, broadcast into millions of homes and backed by public donations.
What Happens Next?
This isn’t the end of the conversation. I’ll continue to ask the necessary questions and track how these campaigns operate; not to criticise, but to shine a light on how public fundraising works when large-scale celebrity involvement meets charitable giving.
We’ve all seen the extraordinary impact charitable organisations can have. But with rising poverty and increasing public scrutiny, clarity matters more than ever. The public deserves to understand how their money is used, and whether those fronting the appeals are also making personal contributions; or just passing the bucket.
I’ll post further updates as new information becomes available, and I welcome input from others who’ve worked in this space.
