At Stu Walsh Ltd, we take transparency seriously; whether it’s in the handling of sensitive information, data protection frameworks, or charitable fundraising. That’s why I feel compelled to speak publicly about growing concerns around Soccer Aid and the need for greater financial and ethical accountability.
Each year, Soccer Aid raises millions of pounds for UNICEF UK; an effort that should be commended. But in the current climate of rising poverty, cost-of-living hardship, and national food insecurity, the optics of wealthy celebrities asking the public for donations without disclosing whether they themselves are compensated raises uncomfortable but necessary questions.
Why Does This Matter?
Charities operate on public trust. The moment that trust begins to erode, whether through opaque finances, unclear fund allocation, or unaddressed concerns about participant compensation;the reputational damage affects everyone in the non-profit sector.
In response, I’ve submitted a formal request for information to Soccer Aid Productions and UNICEF UK, asking for:
- Clarification on whether any participants are paid fees or reimbursed beyond reasonable expenses.
- Details of donations made by participants themselves.
- Revenue figures and how public donations are being utilised.
- A breakdown of where and how UNICEF is allocating funds.
- Terms of matched donations and how they are deployed.
Below is the full Freedom of Information (FOI) request submitted:
I am writing to request information regarding the financial and operational arrangements surrounding Soccer Aid events held between 2018 and 2025. Given the significant public interest in transparency around charitable fundraising; especially during periods of economic hardship, I would appreciate your assistance in disclosing the following:
Payments to Participants
Please confirm whether any individuals participating in Soccer Aid events; including celebrities, former professional footballers, presenters, coaching staff, or production crew have received:
- Direct payments (e.g. appearance fees, media/promotional fees).
- Reimbursements (e.g. travel, accommodation).
- Benefits in kind (e.g. hospitality, gifts, other forms of compensation).
Please also clarify the basis of any such arrangements.
Donations by Participants
Where applicable, please provide details of any charitable donations made by participating individuals, including those publicly declared (such as donations of international match fees by England players) or recorded privately.
Revenue Breakdown
I would be grateful for an annual breakdown of total revenue raised from the following sources:
- Ticket sales.
- Sponsorship agreements.
- Broadcast/media rights.
- Public and corporate donations.
Where available, please provide itemised figures for each source by year, from 2018 to 2025.
Operational Expenditure
Please supply details of all major cost categories deducted from gross revenues prior to distribution to UNICEF or other charitable causes. This may include:
- Production costs.
- Event logistics and stadium hire.
- Marketing and promotions.
- Administration or third-party fees.
If annual accounts or summaries are available showing how net proceeds are calculated, those would be helpful.
Fund Allocation by UNICEF
Please provide an overview of how the funds received by UNICEF from Soccer Aid were used;broken down by:
- Country or region.
- Programme type (e.g. education, health, emergency relief).
- The proportion allocated to direct delivery vs programme support or administration.
If impact assessments or evaluation summaries exist for any of these initiatives, please consider this part of the request.
Matching Donations
Please include details of any matched-funding arrangements (such as with the Children’s Investment Fund Foundation or government agencies), including:
- The total matched amount.
- The terms and conditions of the match.
- How and where these funds were ultimately deployed.
Legal Basis for Request
While I am submitting this as a general request for transparency rather than a statutory FOI under the Freedom of Information Act 2000 (which does not automatically apply to private charities or production companies), I make this request in line with:
- The Charities Act 2011, which requires charities to be accountable and transparent in their use of funds.
- The Companies Act 2006, where applicable to Soccer Aid Productions Ltd or affiliated entities.
- Public interest obligations tied to UNICEF UK’s charitable status (Registered Charity No. 1072612).
As such, I believe there is a strong moral and legal basis for disclosing the above information, especially as fundraising appeals rely on public trust and are made using major public broadcasting platforms.
If part or all of this request falls under another organisation’s remit, I would appreciate guidance or a referral. I would also be happy to receive links to existing reports, filings, or documentation that may cover any of the above.
Please confirm receipt of this request and let me know if anything requires clarification. I look forward to your response within a reasonable timeframe.
Note: This request is also being shared with the Charity Commission and the Fundraising Regulator, given their oversight roles and in the interest of public accountability.
Conclusion
This isn’t a criticism of charitable giving; but a call for clarity. Millions are raised under a public-facing banner, yet vital details remain hidden. It’s reasonable for donors to ask: Who benefits? How much is spent on operations? Are the celebrities involved also giving, not just asking?
I’ll be posting updates as responses are received. I encourage readers (especially those in the information governance and compliance sectors) to follow this series and get involved where they can. When we talk about integrity, transparency, and ethical practice, it must apply in every sector …especially the charitable one.
If you share these concerns, or have further insight, feel free to get in touch by clicking here.
