Bobby Moore Fund plans Everest football match

The event will mark 50 years since England won the World Cup
The event will mark 50 years since England won the World Cup

Content and event agency Captive Minds has announced plans to bring together players, partners, sponsors and media to attempt the Guinness World Record for the world's highest football match.

The match will take place at the Mount Everest base camp in April 2016 on behalf of the Bobby Moore Fund, which raises awareness for bowel cancer with Cancer Research UK. The date has been chosen to mark 50 years since the late England captain lifted the World Cup trophy in 1966.

Teams representing England and ‘The rest of the world’ will play the match at a height of 5,164 metres after a three-week trek to reach base camp at Gorak Shep Plateau. Prospective players will be asked to go through a selection process and fitness training before travelling to Tibet.

Captive Minds has been selected to manage the event, work on content for media partnerships and sign-up corporate sponsors. It also plans to amplify the sponsorships of participating brands through creating human-interest narratives as part of the PR campaign.

Stephanie Moore, founder of the Bobby Moore Fund for Cancer Research UK, said: "We have made enormous progress in the last 50 years but bowel cancer still kills 44 people per day in the UK, equivalent to four football teams. Football on Everest will enable the Bobby Moore Fund to raise additional funds and awareness which will help beat this dreadful disease sooner."

Julian Staveley, client services director at Captive Minds, added: "This fabulous project adds to Captive Minds impressive list of record-breaking branded adventures to the most remote and challenging regions of our planet. As well as being such a good cause, it’s an opportunity for brands to reveal their inner humanity, to align themselves with inspirational stories of human endeavour - stories that make for potent media narratives of triumph over adversity."

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