Agencies wanted for inaugural Wembley Cup tournament

PR support is being sought for a new football tournament featuring Barcelona, Tottenham Hotspur, Celtic and Egyptian team Al Ahli.

Wembley: home of English football
Wembley: home of English football

The Wembley Cup will take place at the national stadium over two days on Friday 24 July and Sunday 26 July.

The tournament has not yet been announced to the media.
 
Organisers are hoping to bill it as an iconic new event in the football calendar - but news of the new tournament could cause fresh controversy in the press, coming in a week when newspapers seized on criticism of the Wembley pitch.
 
Arsene Wenger and Alex Ferguson both recently hit the headlines for criticising the state of the playing surface.
 
This week, England star Frank Lampard also voiced his concern, saying: ‘I don't know why they have so many events here and things like that. It just means the pitch cuts up and is bobbly. It is not the way it should be kept. It should be kept in perfect condition for England games, FA Cup games and the play-offs. At the moment it's not.’
 
The new two-day tournament will consist of two matches across each day, with Tottenham Hotspur, Barcelona, Celtic and Al Ahli playing each other in a friendly tournament to become the Wembley Cup champions - decided on goals and points.
 
IMG Europe is organising the event. The company’s director of corporate communications Katie Byrne told PRWeek: ‘The Wembley Cup offers an opportunity to see Barcelona, recognised as the best and most stylish team in the world with global superstars Messi, Xavi, Henry, E’too and the opportunity to go to the new Wembley stadium.  It is also an appetiser for season ahead and allows Spurs fans to see their team compete against top level Champions League teams and for all the attendees to see two football matches in one day.’
 
She added: ‘IMG are looking for a innovative creative agency with a strong knowledge of national and relevant regional sport and lifestyle media who can position the Wembley Cup as the must see event of the summer across a wide demographic, ranging from football fans, to families to those who just want to watch the magic of Barcelona particularly Messi at Wembley.  The campaign will primarily drive ticket sales and create talkability around the event.’

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