Rooted in interviews with grassroots players and tournament founders, I identified key cultural tensions  from lack of inclusivity to the fading connection between pubs and players. The result was ‘Corner to Corner’, a 5-a-side tournament where teams represent real pubs across London’s four boroughs, captained by local legends and fuelled by bespoke Guinness kits.

More than a matchday, this concept outlines a 3-year roadmap — starting with community pride and evolving into nationwide impact — combining the power of pints, pitches, and real representation.