Samsung Lights Up TVs Across the UK as the Official Screen Partner of Soccer Aid for UNICEF

Samsung, the leading global consumer electronics brand, is supporting Soccer Aid for UNICEF’s 2026 campaign which brings together the biggest celebrities and football legends, pitting an England XI against a World XI, to raise funds for children worldwide in support of UNICEF.

With Soccer Aid for UNICEF helping kick off an amazing summer of sport, and watched by millions on TVs nationwide, Samsung will showcase how sport and entertainment is best experienced as the Official Screen Partner, with its market-leading TVs integrated throughout the campaign.

Samsung and Soccer Aid for UNICEF will collaborate on a range of exciting activations, including at Soccer Aid’s celebrity-packed training week, and around matchday on May 31.

Soccer Aid for UNICEF will also be utilising Samsung’s unique TV feature, AI upscaling^[1] . This will upgrade match footage clips from the very first Soccer Aid game in 2006, so fans can rewatch memorable moments from icons such as Diego Maradona, in detail never seen before.

Some of the stellar names who will feature at London Stadium for the 60,000-strong Soccer Aid for UNICEF crowd include: Soccer Aid founder Robbie Williams (with a special one-off performance during an extended half-time interval), Tom Hiddleston, Wayne Rooney, Damson Idris, Owen Cooper, GK Barry, Usain Bolt, Angry Ginge, Jordan North, Joe Marler, Olly Murs, Paddy McGuinness, Tom Grennan, Richard Gadd, Maisie Adam, and Gladiator Nitro.

Theo Walcott and Soccer Aid’s all-time leading goalscorer Jermain Defoe will lead the frontline for the England team against a glittering World XI side boasting multiple trophy winner Jordi Alba and the sublime Dimitar Berbatov.

Zeena Hill, Senior Marketing Director at Samsung UK, said:

“It’s a privilege to be part of Soccer Aid for UNICEF. Supporting such a brilliant global cause that’s making a difference to children’s lives across the world.

“With our cutting-edge TV technology, we’re redefining the way families experience the excitement of sport and entertainment. By watching it on a Samsung TV viewers can see every moment in breathtaking clarity, transforming living rooms across the UK into front row seats. From the players’ skills to the celebrities’ fun antics, we’re ensuring everyone can feel the magic of matchday.”

The partnership will see Samsung feature prominently throughout the campaign, with a range of Samsung TV and audio products supporting the squads’ training week and matchday activity. All creating engaging social-first content with Soccer Aid’s roster of iconic sporting stars and celebrity talent.

Tom Peacock, Head of Partnership Generation, Soccer Aid Productions, said:

“The world’s biggest charity football game deserves the best quality TV partner. As we celebrate the 20^th anniversary of Soccer Aid for UNICEF, it’s the perfect stage to bring together sport, entertainment and technology by welcoming Samsung who are marking two decades as the world’s leading TV brand.

“Soccer Aid continues to be a must-watch campaign at the heart of the sporting and cultural calendar in the UK, and therefore we are excited to have Samsung as a key partner as we build towards another unforgettable occasion at London Stadium.”

Created in 2006, Soccer Aid is the world’s biggest charity football match. This is the 20th anniversary of the event, which has raised over £121 million to help give children all over the world a childhood full of play. Soccer Aid for UNICEF raised more than £15million last year.

Tickets for the game are on sale now via www.socceraid.org.uk/tickets

[1] AI upscaling feature only available on certain Samsung TV models