Interview · 23 May 2025
Capital XTRA Breakfast
Robert Bruce and Shayna Marie interviewed Alex in an appearance recorded on 19 May and broadcast on 23 May 2025 at 6.30am. The same appearance forms part of his wider personal promotion.
SportsAlex Iwobi / Cup 17
Cup 17. Football with purpose.
Event promotion for Alex Iwobi’s Project 17 charity football tournament, connecting pre-event interviews, national news coverage and Capital XTRA social content.
- Client
- Alex Iwobi / Cup 17
- Focus
- Events · Radio · Digital
- When
- May–June 2025
The campaign
Football, music and community.
Alex Iwobi’s Project 17 charity football tournament took place on 22 June 2025, bringing players and media personalities together in support of ACLT, sickle cell awareness and ethnically matched blood donations.
The work
Noteworthy connected the event with interviews on Capital XTRA and BBC Radio 5 Live, followed by BBC Newsbeat coverage across three networks and social content from Capital XTRA. Promotion carried the story from the build-up to the tournament through to the days after it.
The event sits across Sports and Red Carpet and Events. Alex’s wider interviews, podcast appearances and music promotion as 17 have their own personal promotion breakdown.
Campaign breakdown
Before, during and after Cup 17.
The P17 Cup 25 tournament took place on 22 June 2025. Radio interviews built awareness ahead of the event, while BBC Newsbeat and Capital XTRA carried the story into the following days.
- BBC Newsbeat segments
- 17
- Across BBC Radio 1, BBC 1Xtra and BBC Asian Network in a single morning.
- Pre-tournament radio interviews
- 4
- Across Capital XTRA, BBC Radio 5 Live and Radio X.
These are broadcast placements, not unique interviews or a measure of unique audience reach.
The event build-up
Four interviews ahead of the tournament across Capital XTRA, BBC Radio 5 Live and Radio X.
Interview · 21 June 2025
BBC Radio 5 Live
Alex appeared with Steve Bunce on Patrick Kielty’s programme on 21 June 2025 at 9am, the day before the tournament.
BBC Newsbeat coverage
17 BBC Newsbeat segments across BBC Radio 1, BBC 1Xtra and BBC Asian Network in a single morning.
23 June 2025
BBC Radio 1
BBC Newsbeat coverage on 23 June 2025, part of the 17 segments across three BBC networks.
23 June 2025
BBC 1Xtra
BBC Newsbeat coverage on 23 June 2025, part of the 17 segments across three BBC networks.
23 June 2025
BBC Asian Network
BBC Newsbeat coverage on 23 June 2025, part of the 17 segments across three BBC networks.
Capital XTRA event content
Published social coverage
The event on social
Capital XTRA extended the tournament coverage with two social posts, recorded in the campaign report on 25 June 2025.
Personal promotion
Alex’s wider story
Radio interviews, his High Performance conversation and music promotion as 17 sit alongside the event campaign.