UnderGround Soccer: Where Street Soccer Meets Urban Culture

Motherland OMNi x Urban Playground x Playboy

Urban Playground, in collaboration with Motherland OMNi, proudly presents a groundbreaking partnership with Playboy as headline sponsor of the inaugural UnderGround Soccer (UGS) Street Kings series. This collaboration sets a new benchmark for street soccer, fusing sport, entertainment, and cultural innovation into one high-energy experience.

UGS: A New Era for the Beautiful Game

UGS is more than just street soccer – it’s a movement. Featuring 3v3 and Solo (1v1) matchups, live music, skill contests and unexpected rule twists, UGS captures the raw creativity and passion of the urban game. It’s where talent, grit and community collide.

UGS is launching a 10-month televised campaign on Etv in search of South Africa’s finest street players. The top 6 teams in each city will become part of the first-ever professional street soccer league in the world, kicking off in 2026.

Powered by Culture. Backed by Visionaries.

The campaign is supported by Laduma, a leader in sports media and production and driven by Motherland OMNi’s unique ability to connect brands with real communities through creative, culturally relevant storytelling. This partnership guarantees high visibility, authentic engagement and content that connects far beyond the field.

Why Partner with UGS?

The UnderGround Soccer Street Kings format is unlike anything the soccer world has seen – custom rules, iconic courts and unmatched cultural energy. Your brand now has the chance to be part of it.

Key Partnership Benefits:

• Brand Visibility
  Logo placements on UnderGround Soccer courts, kits, and event branding. Your brand, in the spotlight where it matters most.
• Media Reach
  A 10-month broadcast on Etv, paired with powerful digital, print and social media exposure.
• Targeted Community Engagement
  Tap into a diverse, loyal audience of youth, families and local communities passionate about the game and culture.
• Content that Moves
  High-quality content produced with Laduma, from highlight reels to behind-the-scenes moments, ready to supercharge your marketing strategy.

Let’s Build Culture, Together

This isn’t just a sponsorship opportunity. It’s a chance to shape the future of street soccer and connect with communities through something real. With limited partnership opportunities available, now’s the time to get in the game.

Contact: Molly, Brand Experience Manager

Email: molly@motherlandomni.co.za