The organisers of the Unity Cup have announced SMADE Entertainment Group as the official entertainment partner for the 2026 edition of the tournament, scheduled to take place from May 26 to 30 at The Valley.
The partnership brings together one of the UK’s leading African entertainment brands with a tournament that continues to position itself at the intersection of football, culture and community engagement.
Founded by British-Nigerian entrepreneur Dr Adesegun Adeosun Jr, SMADE Entertainment Group has built a global reputation for delivering large-scale cultural experiences and connecting diaspora communities through entertainment. The company is also widely recognised as co-founder of Afro Nation.
Speaking following the announcement, Dr Adeosun described the partnership as a significant moment for both organisations.
For over 22 years, SMADE has existed to serve our communities on the biggest stages and during the most meaningful moments. From building Afro Nation into a global movement to supporting community-focused initiatives, our mission has always been about representing and uplifting our people.
The Unity Cup represents a unique platform where football and culture come together to celebrate identity, diversity and unity. Four nations, four cultures and one collective voice, this is more than football; this is a cultural movement.”
The 2026 Unity Cup will feature Nigeria, Jamaica, Zimbabwe and India competing across three matchdays in South London.
Tournament fixtures include:
- Semi-Final 1 (May 26): Nigeria vs Zimbabwe
- Semi-Final 2 (May 27): Jamaica vs India
- Final and Third-Place Play-Off (May 30)
All evening fixtures are scheduled to kick off at 7:30pm, while the third-place play-off on Finals Day will begin at 2:30pm.
The tournament’s return to The Valley marks the first time the competition will be staged at the venue since 2004 and continues the organisers’ vision of combining elite football with cultural celebration.
This year’s competition will also be historic for Zimbabwe, who are set to play their first competitive football fixture in the United Kingdom.
Organisers confirmed that SMADE Entertainment Group will oversee entertainment and cultural programming throughout the tournament, with performances and activations reflecting the heritage of all four participating nations.
A Unity Cup spokesperson said the collaboration reflects a shared commitment to community and representation.
Unity Cup and SMADE share a common vision. Both organisations understand the power of sport and culture to bring communities together and create meaningful experiences. This partnership will enhance the atmosphere and cultural significance of the tournament for supporters and participants alike.”
Beyond football, Finals Day is expected to deliver a wider fan experience, including live entertainment and food showcases inspired by the cultures of the participating countries.
The tournament’s partnership with Charlton Athletic F.C. and the club’s Community Trust will also support initiatives focused on equality, diversity, social inclusion, education and community development.
