Soccer Aid: Partner Hub

Client: Soccer Aid on behalf of Soccer Aid Productions

Event: Soccer Aid Training Zone

Activation: Partner Hub

Location: Champneys Spa Resort, Tring, United Kingdom 

The Brief 

As Soccer Aid celebrated its 20th anniversary, Soccer Aid Productions looked to elevate the partner experience within the Training Zone with a dedicated Partner Hub. 

Following the success of the previous year's activation, the team wanted to create a more premium environment that would support hospitality, partner engagement and marketing activity, while providing sponsors and stakeholders with a comfortable space to network, work and relax throughout the event. 

The Provision Events team was selected for its 20+ years of experience delivering premium event structures and bespoke interior fit-outs at major sporting tournaments. 

The objective was clear: create a hospitality environment that exceeded the previous year's offering while remaining practical, welcoming and aligned with the event budget. 

The Process 

Working closely with Soccer Aid Productions, Provision Events designed and delivered a 10m x 12.5m Partner Hub using AirClad’s XPO10 modular structure system. 

The space combined premium hospitality facilities, branded interior environments and dedicated networking areas, creating a versatile hub for sponsors, partners and invited guests. Throughout the project, our team collaborated closely with stakeholders to ensure the final solution balanced creative ambition, operational requirements and budget considerations. 

From concept development and design through to installation and interior fit-out, every element was carefully considered to maximise functionality, guest experience and brand presence. 

The Result 

The completed Partner Hub became a focal point within the Soccer Aid Training Zone, providing a premium hospitality environment for partners, sponsors and guests. Positioned at the heart of an event that welcomed a few hundred visitors, offering a dedicated destination for networking, meetings and partner engagement throughout the training week. 

The activation successfully enhanced opportunities for partner engagement, brand activation and hospitality, while delivering a high-quality experience that exceeded the client's expectations. Soccer Aid Productions praised Provision Events' collaborative approach, attention to detail and ability to transform the brief into a premium temporary event structure that elevated the overall event experience. 

Supporting an event that raised more than £15 million for UNICEF in the previous year, the Partner Hub played an important role in strengthening partner relationships and enhancing the guest experience during Soccer Aid's landmark 20th anniversary year.