SIDES takeover Pitch Experiences' Wembley Superbox for the Sidemen Charity Match

Pitch Experiences was proud to partner with SIDES for the second year running at the Sidemen FC Charity Match, bringing another high‑energy takeover to the Superbox at Wembley Stadium. Building on the success of last year’s collaboration, the 2026 event once again combined live sport, standout food and a packed‑out atmosphere, all in support of an incredible cause.

“Working with Pitch Experiences again at Wembley has been a great opportunity for SIDES. The Superbox allows us to bring the brand to life in a really engaging way, combining food, entertainment and live sport into one experience. It’s exactly the kind of environment we thrive in.”
- Robin Mehta, Co-Founder of SIDES

Following a memorable debut in 2025, where SIDES first brought their flavour‑led experience to Pitch Experiences' 26-seater Wembley Superbox, this year’s return elevated things even further. The Superbox was transformed into a fully immersive SIDES environment, hosting a lively guest list and delivering a hospitality experience that blended entertainment, brand activation and premium matchday hosting.

The Sidemen Charity Match lit up Wembley Stadium, with YouTube Allstars securing the win after a dramatic game that ended on penalties. Alongside the action on the pitch, the day delivered big moments throughout, including a standout halftime performance from Tinie Tempah and, most importantly, raising over £6 million for charity.

Inside the Superbox, guests enjoyed a menu that showcased SIDES’ most recognisable favourites, from signature chicken, fries and corn ribs to burgers and a range of dips. The experience was rounded off with the brand’s iconic ice cream, served as the tension built during the closing stages of the match.

The SIDES takeover is another example of how the Pitch Experiences Superbox can be flexed to suit a wide range of uses, from large‑scale brand activations and product launches to client entertainment and unique event experiences.

With two successful years of collaboration now delivered, Pitch Experiences looks forward to continuing its work with SIDES and similar forward‑thinking brands, creating standout moments that connect audiences, elevate matchdays and bring something different to the hospitality landscape.