THE EMIRATES FA CUP CELEBRATE WITH THE STAR-STUDDED "CUP CULTURE" EVENT IN EAST LONDON

Liam Tyler
May 22, 2024
2 min read

The excitement for this season’s Emirates FA Cup Final reached new heights on Monday as The FA hosted a spectacular preview event, ‘Cup Culture’, at Oval Studios in East London.

This exclusive, star-studded gathering showcased how the prestigious competition is evolving to captivate the next generation of football fans by continuing to merge gaming, music, fashion, and art with the beautiful game.

Around 700 guests attended the celebration, which featured a bespoke, one-off replica of the Emirates FA Cup trophy as its centrepiece. Designed by renowned Nigerian artist Olaolu Slawn in collaboration with The FA’s official silverware provider, Thomas Lyte, the iconic original trophy and its artistic counterpart were both on display, paying homage to the competition’s storied history.

The event featured an EAFC tournament hosted by The Sidemen’s Tobi Brown (TBJZL), bringing together teams from brands like Bape, Unknwn, and Percival. The tournament saw fierce competition using the Finalist clubs Manchester City and Manchester United, with ILLVZN emerging victorious in front of an enthusiastic live audience.

UK rap sensation AJ Tracey, a lifelong football fan, headlined the musical performances. With hits like 'Joga Bonito' and the iconic 'Thiago Silva' track with Dave, AJ Tracey brought his deep connection to football culture to the event. Additional sets from top DJs like JamoBeatz, Izzy Bossy, and the legendary Kenny Allstar kept the energy high throughout the night.

The ‘Cup Culture’ event also offered a range of interactive and immersive experiences. Sneaker brand Kick Game provided prizes through their Pull Up pop-up, while sports fashion publishers Footballers Fits hosted a ‘fit check’ photo booth. Guests could also explore a virtual Wembley Stadium via VR headsets and test their skills at the ‘Fast Feet’ interactive game, with the best performers winning tickets to the Final and fresh trainers. Custom-designed kits were available courtesy of Gallery Gallery with the iconic Nav Nangla, bringing fashion and art elements to the event.

‘Cup Culture’ not only celebrated the rich history of the Emirates FA Cup but also highlighted how the competition is adapting to modern tastes and interests. By blending traditional elements with contemporary culture, The FA showcased a dynamic future for the sport and its fanbase.

The event successfully kicked off the final week with style, setting the stage for the highly anticipated showdown between Manchester City and Manchester United. Who have you got on winning the cup?

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