Former Liverpool manager Bill Shankly is often misquoted as assuring an interviewer that football is much more important than life or death. To be frank, Shankly is wrong and though his words are often misinterpreted, debated and frequently misapplied to football matches that bear no meaning for anyone other than those directly involved in it, it is true that football can be a powerful tool for good.
In this spirit, and spurred by a hint of Euro fever, five London-based PR agencies took to the astroturf of the Shepherd’s Bush Powerleague last month to raise money for a good cause. The inaugural Providence Row MarComms Cup pitted these agencies against each other for once not for the retainer fee of a new client, but for the pride of being the best London-based five-a-side football PR agency in 2024.
Off the pitch, the tournament was successful in its aims and has now raised more than £2500 for Providence Row, London’s oldest homelessness charity. The funds raised will directly support initiatives aimed at providing sustainable solutions for those affected by homelessness.
On the pitch, the tournament was won by Ready10, sealing victory in a close final against Rostrum PR, etching their names in Providence Row MarComms Cup history in the process. Also putting up respectable performances were tournament organisers Spreckley, alongside Catalyst and Flame PR.
Perhaps inspired by Shankly’s words, two members of the Spreckley team put their limbs on the line to frankly no avail, ending their Friday in A&E while the rest of the Spreckley team crashed out in the semifinal.
Elsewhere however, remaining injury free and firmly off the pitch were many friends and colleagues who made up a healthy crowd, proving football’s ability to bring people together alongside the prospect of missing at least 2-3 hours of work on a Friday afternoon.
Ultimately, though many in the industry may be longing for Sunday’s closing game of Euro 2024 and the end of a month filled with football at every corner, the MarComms cup is a shining example of how sport can not only bring people together but also inspire generosity and community spirit in aid of vulnerable individuals.
The latest report by the CHAIN Homeless Database shows that a total of 11,993 people were recorded sleeping rough in London in 2023/24, the highest figure on record and a 19% increase on the previous year meaning that Providence Row’s services are in high demand. The tournament, and initiatives like it, make it possible for Providence Row to support individuals with access to support, healthcare, employment and much more.
Commenting on the success of the tournament, Michael Blakesley, Corporate Partnership Manager at Providence Row said: “When Spreckley PR suggested a football tournament to support Providence Row, we couldn't have anticipated the incredible passion and dedication they would show. They didn’t just gather four leading PR agencies—Rostrum, Ready10, Catalyst Creative, and Flame PR—to play and fundraise; they demonstrated a profound understanding of the need to address homelessness at its core. Thanks to their support, we’re not just helping people off the streets—we’re ensuring they stay off.”
“This event has been a tremendous success, and we can’t express our gratitude enough to everyone involved,” Michael continued. “Plans are already underway for 2025. We’re dreaming bigger and better, aiming for even more fun. We hope to see 10-15 teams from various sectors join in next year. With this year’s tournament as a foundation, we’re poised for continued success.”
To find out more on Providence Row’s work, to donate or to volunteer, go to: https://www.providencerow.org.uk/
About Providence Row
Founded in 1860, Providence Row was started to help the growing numbers of homeless people in London’s East End. Its origins stem from a commitment to supporting the most vulnerable in society, providing practical assistance and pathways out of homelessness, focusing on primary health care and general well-being.