Case study 10Stadium
Unity Cup 2026
2026 · 26 to 30 May 2026, SMADE Group official entertainment partner
Context
As CEO of SMADE Group I led the official entertainment partnership for Unity Cup 2026: talent booking across Nigeria, Zimbabwe, Jamaica and India, full match day programming, production oversight, social content, VIP hospitality and three official after-parties.
My role
Cultural Strategy · Talent · Live Entertainment
- Talent booking across all four nations: Flavour, Baba Harare, Panjabi MC and Teejay plus 13 additional artists, contracted, advanced and delivered on schedule.
- Full entertainment programming across three match days: opening ceremonies, DJ battles, halftime shows and headline performances, with a detailed run of show delivered and executed for each day.
- Production oversight across sound and stage management, and creative direction for cultural representation: flag bearers, a talking drummer, dancers and MCs for every nation.
- Social media and content management on Unity Cup's official channels: 200+ pieces of content, 20+ collab posts and daily uploads, reaching 11M+.
- VIP and diplomatic guest management, including the Nigerian and Zimbabwean High Commissions, two Ambassadors, five plus mayors and councillors and 30+ business leaders.
- Three official after-parties at Hyatt Greenwich and Club Level 4, conceptualised, staffed and delivered by SMADE.
- Grassroots promotion: 20 street promoters, 2,000 flyers, 11 London boroughs, and 300 free tickets distributed to a curated community and influencer network.
The work
Impact
- 11M+
- Reach and impressions
- 17
- Artists booked and delivered across four nations
- 628+
- After-party attendees across three nights
- 4.3M+
- Combined PR audience
A tournament that felt like a cultural event rather than a fixture list: 89+ accredited contributors, 11 DJs, two embassy engagements and coverage across Africanize, The Shade Borough and SMADE's own channels.
- 26 MayNigeria v ZimbabweOpening night: talking drummer, Baba Harare and Mudiwa Jani live, seven DJs
- 27 MayJamaica v IndiaCultural showcase: Teejay and Panjabi MC live, five DJs and MC Kajal
- 30 MayGrand Final dayFlavour headline, all-nations unity set, Carnival Angels and fan zone activation
