The Sidemen Charity Match is the world’s largest creator-led sporting event, transforming YouTube talent into a mainstream sporting moment that mobilises millions of fans across the globe.

In 2025, the event returned at an unprecedented scale, selling out Wembley Stadium in 3 hours and reaching 2.8 million peak live concurrent viewers.

The Sidemen leveraged this event to turn a football match into a record-breaking philanthropic event, raising £4.7 million for multiple UK charities.

The event brought together some of the world’s biggest creators, collectively representing billions of followers, and generated over one billion views across social platforms.

The result was a cultural phenomenon: a sports-adjacent activation that broke viewership records, shifted mainstream perceptions of creator talent, and delivered measurable commercial, charitable, and audience impact in the UK.