iTV Media Football Cup was iTV’s first media football tournament, bringing together eight strong media football teams: Black Bulls, OneTash, Cosmos, Tanish Bilish, Blaze, Avengers, Unwanted Boys and Odil Ahmedov’s team Legends. The project was implemented from July to August 2025 and became one of iTV’s flagship sports-media initiatives.
Problem
Media football was emerging as one of the most promising intersections of sport, entertainment, creator culture and digital content. iTV’s challenge was not simply to support the growing interest in media football, but to create its own sports-media platform — one that could unite teams, fans, partners, online audiences and a real offline event. The project also aimed to attract young audiences to sports content and a healthy lifestyle, while demonstrating to partners the potential of iTV as a fast-growing sports-media platform.
Solution
The team developed the full concept and branding of the tournament, including the name, positioning, visual identity and communication platform. Agreements were reached with the participating teams. At the same time, the team managed the full organizational scope of the project: stadium rental, technical setup, lighting, sound, live broadcasting, security, referees, coordination with the football federation, media accreditation and guest management. Brand integrations were developed for partners. The media support included PR, SMM, blogger collaborations, media publications, push notifications, banners, live streams and work with official media partners, including Afisha, My5, Bugun Sport and others. Special focus was placed on fan engagement: giveaways of balls signed by finalists, invitations for opinion leaders, interaction with supporters and VIP guests.
Results
The group stage and semifinals were watched by more than 2 million people. The tournament’s average monthly social media views reached 17,926,764 Average monthly audience reach exceeded 950,000. The final and third-place match on August 24 attracted more than 3,000 visitors.
