London Stadium pulsed with energy, colour and collective purpose as CHERY UK unveiled a major new commitment during Soccer Aid for UNICEF 2026, pledging £10 for every TIGGO model sold in the UK between June and September 2026.
The announcement arrived in the midst of an already unforgettable evening, where football, entertainment and philanthropy collided on a global stage. Against a backdrop of 60,000 supporters, the stadium shifted into a moment of unity during CHERY’s ‘Clap for Every Child’ half-time activation. Led from the pitch by Joe Marler and Sam Thompson, the gesture spread through the stands and across the screens, transforming the arena into a shared expression of support for UNICEF’s mission to protect and empower children worldwide.
CHERY UK’s pledge directly links its growing TIGGO SUV range in Britain to measurable social impact. For every TIGGO sold through UK retailers during the four-month campaign window, £10 will be donated to Soccer Aid for UNICEF. The initiative guarantees a minimum contribution of £200,000, which will then be match-funded by The Children’s Investment Fund Foundation (CIFF), lifting the total impact to at least £400,000.
The moment the pledge was confirmed carried added symbolism. CHERY UK Managing Director Farrell Hsu and Marketing Director John Zhong joined Usain Bolt on the pitch as the announcement was delivered to the crowd, anchoring the brand’s commitment in one of the most watched charity sporting events in the world.
On the field, England XI secured victory over World XI, while the wider event continued its record-breaking trajectory. Soccer Aid co-founder Robbie Williams later revealed that the 2026 edition had raised £16.5 million for UNICEF, reinforcing the scale and enduring legacy of the fixture.
CHERY’s involvement, however, extended far beyond matchday. Earlier in the campaign, CHERY vehicles supported Olly Murs during his Into The Unknown challenge, which raised more than £1 million for UNICEF ahead of the match. These efforts underscored a broader campaign approach, blending visibility, participation and fundraising across multiple touchpoints.
For CHERY UK, the partnership reflects a deeper intention as it expands its presence in the UK market. Through the TIGGO range, the brand is positioning itself not only as a growing automotive contender, but as a participant in community-focused initiatives that connect mobility with meaningful social contribution.
As the final whistle of the night echoed through London Stadium, the message lingered beyond football: shared moments, when amplified at scale, can turn into lasting impact.
