2005
Tsunami Soccer Aid
Football Responding to an International Tragedy
The Indian Ocean earthquake and tsunami of December 2004 created devastation across large parts of South and Southeast Asia.
Football responded.
In March 2005 a major fundraising football match was staged at Anfield involving Liverpool legends and celebrity participants.
AsiaEurope became involved with the initiative and Majid served as a trustee connected with the fundraiser.
The event identity 
Matchday poster for Liverpool Legends v Celebrity XI, Anfield, 27 March 2005 — and the Liverpool 08 kit sponsorship on the shirts
The Match
Some of Liverpool Football Club's finest players, including John Barnes, Kevin Keegan, Robbie Fowler, Kenny Dalglish and Alan Hansen, took part in the game.
They competed against a team of celebrities from the worlds of showbusiness and sport, including former Westlife singer Brian McFadden, EastEnders actor Shane Richie, Royle Family star Ralf Little, ex-Olympic sprinter John Regis and boxer Amir Khan.
The match was broadcast live on Sky One and on Liverpool FC's website.
The teams at Anfield, 27 March 2005
Founders and Beneficiaries
Tsunami Soccer Aid was founded by Majid Lavji, David Lockwood, David Johnson, Steven Fletcher and Jason McAteer, who also served as its trustees.
Merlin and Save the Children were the beneficiaries of all funds raised at the event.
Majid's Role
Majid served as a trustee, helped market the event and worked to find headline sponsors.
He negotiated the kit sponsorship with the Liverpool Culture Company — the “Liverpool 08” logo can be seen on the players' shirts.
That combination of experience organising large-scale charity football matches and a network of international players who can be made available for them is one of the reasons Majid is approached about football events today.
More Than a Football Match
The event demonstrated football's extraordinary ability to bring together supporters, players, businesses and communities around a common cause.
For Majid, whose AsiaEurope work had always centred around football connecting different cultures, the project carried particular significance.
Why It Matters Today
Football clubs sit at the centre of communities.
Their influence can extend far beyond league results.
Tsunami Soccer Aid reinforced Majid's belief that the strongest football organisations understand their wider social reach as well as their sporting and commercial responsibilities.
Continue
If any of this experience is relevant to a challenge or opportunity at your club, Majid is happy to have a confidential conversation.