Clifford Chance (CC) has advised Australian sports financing company SEQ Futures and UK sports marketing firm Aura on a joint venture that will see a line-up of big-name footballers go head-to-head in a post-World Cup competition.

The event, dubbed A:3K, will see World Cup stars including Wayne Rooney, Steven Gerrard, Cristiano Ronaldo, Didier Drogba, Cesc Fabregas and David Villa take part in a range of skills contests in a three-hour entertainment show at the O2 Arena on 17 July.

CC was involved in structuring the venture, arranging contracts with the players and negotiating the TV agreement.

The CC team advising on the set-up of the event was led by corporate partner Daniel Sandelson alongside senior associates Jonathan Simon and Daniel Royle, while Deloitte tax lawyer Peter Hackleton also advised.

Sandelson said: "We have been working on this deal since September 2009 and it has been a fascinating transaction to work on. It has given us the opportunity to combine everything that we do in our media practicewith our skills in financing and structuring.

"I hope this is set to be the first of many similar tournaments covering a range of different sports, and that we will have the opportunity to be involved again with the same team."

The event will be broadcast on terrestrial television on 20 July.

SEQ Futures has previously worked on wrestler Hulk Hogan's international tour, while Aura has a relationship with 19 Entertainment, which produces shows such as American Idol.

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