PROJECT 17

Services: Gaming Partnership | Brand Integration | Talent Strategy | Content Production | Cultural Activation

Being the official gaming partner for Project 17 2 years in a row, a grassroots football initiative spotlighting rising talent and celebrating youth culture across London founded by Fulham & Nigerian football superstar Alex Iwobi. As part of this partnership, we have brought Xbox UK, Red bull and others into the fold — introducing gaming into the heart of a football-first experience and connecting worlds that don’t often get to meet on the same stage.

Person holding an Xbox controller in front of a screen with promotional text and logos for Xbox and Project Scar Trophy Cup, including phrases 'Show Your Step' and 'Score More With Xbox'.

Project 17 EAFC Tournament – Gaming x Football Crossover

Brief

For the Project 17 tournament, NNESAGA helped produce an experience that fused street-level football, gaming culture, and community representation. We didn’t just cover the event — we activated it.

From bringing in creators and documenting the action to securing Xbox UK as a collaborative partner, this event showed what happens when gaming and grassroots sport move together. It set a new precedent for how football tournaments can be amplified with cultural relevance.

Our Role

  • Gaming partnership lead

  • Brand integration (Xbox UK)

  • Event coverage

  • Content production

  • Creator engagement

Results

  • Brought Xbox UK on board as official event partner

  • We had 1.5k+ attendees 

  • We had 80+ blood and organ donor sign ups 

    So far 3M+ impressions on socials. 

  • Strengthened Project 17’s cultural footprint across gaming & football

  • Cemented NNESAGA as a connector between brands and real community initiatives