LEGACY:
SPORT, MEDIA
& CHARITY
Football's vehicle to reach a global audience. Continuous, compassionate fundraising — not one-off bursts. A bold partnership of sport, media and charity, coming together under one banner to raise millions for those most in need.
The Mission
ENDING DONOR FATIGUE
Legacy captures compassion at scale — making fans part of the conversation, the experience, and the fundraising. For the first time, bringing extraordinary narrative and generosity under one headline banner, benefiting those most in need, wherever they are. All timed to launch during Q2 2026, ahead of the World Cup.
OUR CAMPAIGNS
Below are the list of campaigns which we support.
PAINT
FOR PEACE
Where Art Meets Football
PAINT FOR PEACE is one of our own formats: The Hand Of Hope painting is an anti-racism metaphor in honour of Arsenal and England star Bukayo Saka – cruelly racially abused for missing a penalty at the 2020 Euros. An iconic PA photo captured him being consoled by the hand of a close ally of our business Omar Meziane, England Head Performance Chef at the time. The inspiration for the launch of a global anti-racism campaign –
Art Against Racism
– brought some of the world’s top painters together including Arsenal’s official artist Hayden Bone.
An Anti-Bullying Campaign
BULLY OFF
Aston Villa Captain John McGinn does a "goggles" celebration in support of his visually impaired nephew Jack, who has suffered bullying at school. Our campaign will engage every sportsman and woman across all sports to do the goggle celebration in solidarity with Jack. Declan Rice, Tom Hanks, and Prince William are all behind the cause. A viral campaign set to reach tens of millions worldwide.
FOOTBALL ZOO
Players and Their Love of Animals
Kai Havertz runs donkey sanctuaries and has rescued donkeys from abattoirs, moments from slaughter. "When I go there, I feel so calm, so relaxed. Seeing those animals being there, enjoying their life." He and his wife, Sophia, will visit Battersea Dogs Home — asking millions of Arsenal fans to "Give A Dog A Home." Rescued strays dressed in Arsenal kit. A UGC campaign asking fans worldwide: "Is your dog footie mad?" Over 15 million people in the UK donate to animal charities every year. Football Zoo becomes a rolling FBLives theme.
Fans Sing Like Their Heroes
Launching with Ed Sheeran — an Ipswich FC fanatic who raises funds for two children's hospices in Suffolk. An app lets fans sound like their heroes with just their speaking voice. Ed's most famous lookalike, fans singing like Taylor Swift, Ariana Grande, Dua Lipa (a huge Arsenal fan), Lewis Capaldi — each raising funds for a different cause. Gravely ill children in hospices participate, their spirits lifted. UGC content floods social media. Controlled by FBLives.
DRESSING ROOM DJ
A galaxy of names backing the Legacy campaigns and children's hospices across the UK.
Ambassadors & Supporters
Footballer
John McGinn
Musician
Ed
Sheeran
Footballer
Kai
Havertz
Footballer
Gabriel Jesus
Make a difference
Every LEGACY campaign connects supporters with trusted charities and organisations doing extraordinary work. By supporting these causes, fans become part of a movement that uses football’s reach to make a genuine difference.
Your support helps turn powerful stories into meaningful change.
Football is the world’s game
LEGACY is about using that global passion to support the causes that matter most.