A few days ago, I published an article exploring concerns about transparency and financial clarity surrounding Soccer Aid for UNICEF. The piece asked some straightforward but important questions:
- Are participants paid?
- How are donations used?
- And is the fundraising process as open as it should be, especially during a time of record hardship across the UK?
You can read the original post here: Soccer Aid and Public Trust – Transparency Matters in Charitable Fundraising
Following that article, I contacted UNICEF UK directly with a formal request for information. I’m pleased to share that they’ve now responded.
What UNICEF UK Confirmed
- No payments are made to celebrities or former pro footballers who participate in the match.
- Presenters also do not profit from Soccer Aid. All TV-related production costs are managed by Initial (part of Banijay) and ITV, under a fixed production budget.
- 100% of donations from the public go directly to UNICEF UK.
- Participant donations, if any, are private and protected under data protection law; unless publicly disclosed by the individuals themselves.
- Financial details about income and expenditure from 2018-2024 are available in UNICEF UK’s annual reports, with the 2025 report to follow in June 2026: UNICEF UK Annual Reports.
This level of transparency on key points is appreciated, and I thank UNICEF’s Supporter Care team for their time and clarity.
But There’s Still Work to Do
While several questions were addressed, there are areas that remain unclear; or that deserve a more detailed explanation. In the spirit of accountability, I’ve sent the following follow-up questions to UNICEF UK:
1. Production Costs
Are these TV production expenses completely independent of the charity’s revenue; or indirectly subsidised through sponsorships, commercial rights, or other Soccer Aid-linked income?
2. Commercial Revenue
Does any revenue come from merchandise, broadcast rights, or sponsorship? If so, who retains it? Is it directed to UNICEF UK or held by third parties?
3. Donations by Participants
Even if individuals’ donation amounts are protected, does UNICEF UK internally track or report whether participants contribute? Do those amounts feature in the total funds raised?
4. Fund Allocation Detail
Can we see a more specific breakdown of how Soccer Aid donations are used—by country or programme type (e.g. health, education, emergency relief)?
5. Matching Funding
Are past and current matched funding agreements publicly available? Are they based on total fundraising, public donations only, or specific campaign contributions?
Conclusion
This conversation isn’t about criticising Soccer Aid or UNICEF. It’s about clarity; because public trust is built on openness. When high-profile fundraising campaigns ask for public support, especially in tough economic times, the least we can expect is transparency around where the money goes, how it’s managed, and whether those asking us to give are leading by example.
UNICEF’s response is a good start. I’ll continue sharing updates as further information becomes available, and I’ll keep raising questions where accountability matters.
If you work in information governance, the charity sector, or simply care about ethical fundraising, I invite you to follow this ongoing series and get in touch if you have thoughts to share.
