--- title: "Clash of Creators" description: "A creator versus creator charity football match Tom co-founded with Callum Glanville, which put UK YouTubers on a pitch at Aveley FC on 25 July 2021 and raised £12,754 for Mind." canonical: https://tomsharman.com/case-studies/clash-of-creators/ updated: 2026-10-25 --- # Clash of Creators > A creator versus creator charity football match Tom co-founded with Callum Glanville, which put UK YouTubers on a pitch at Aveley FC on 25 July 2021 and raised £12,754 for Mind. ## At a glance - Client: Clash of Creators, Mind, Deep Silver - Tom's role: Co-founder of Clash of Creators, with Callum Glanville, Feb to Aug 2021. Concept, talent and production vision. - Years: 2021 - Platforms: Twitch, YouTube, Live event Clash of Creators was a charity football match between teams of UK creators. Tom co-founded it with Callum Glanville. The first event ran on 25 July 2021 at Aveley FC. It streamed live on Twitch. Tom puts the live audience at 330,000 viewers. It raised £12,754 for Mind, the mental health charity, against a £10,000 target. It took Silver for Best Charitable Campaign at the Football Content Awards 2021. ## The starting point Callum Glanville started Clash of Creators as a teenage YouTuber. Happy Hour describes him as 17, creating the event "with the help of his friend Tom". Mind mattered to Callum after the sudden loss of his father the year before. Tom says it launched during the pandemic, when creators could not film outside. The pitch to players was one of the first creator events as life returned to normal. Tom was a co-founder from February to August 2021. ## What Tom did Tom built the concept, assembled the talent and drove the production vision. Esports News UK reported the event was organised by New Waves, Who Dis?, the agency Tom co-founded. After the event Tom and Callum went on JaackMaate's Happy Hour as its founders, in episode 203. On that episode Tom explained why the first event featured only male players. Four clips from the episode sit in Tom's work, filed under Produced, Format and strategy, and Talent supplied. ## How it worked: formats, team, partners, decisions **The format.** Four teams of creators played three games across one afternoon. The event ran from 12pm to 6pm. A limited number of guests could attend in person, under Covid rules. Tom puts the crowd at 2,500 people. **The talent.** The cast mixed some of the largest creators in the UK with up and coming ones. The published squad list ran to 62 names. They included Wroetoshaw, Morgz, ChrisMD, JaackMaate, Spencer FC, Josh Pieters, Max Fosh, Thogden and Ollie Ball. The former England goalkeeper David James coached the winning side. The Minecraft streamers Jack Manifold and Tubbo presented the trophy. **The partners.** The video game publisher Deep Silver presented the event, through its Deep Silver Creator Collective. The event partnered with Twitch for the stream. All ticket sales and donations went to Mind, along with merchandise profits. Donations were taken through Tiltify. **The aftermath.** Laurence McKenna mocked the event on a TrueGeordie rerun stream. JaackMaate defended it publicly on Happy Hour, and McKenna apologised. Tom reads that coverage as positive for the event. ## The results £12,754 went to Mind, beating the £10,000 target. Tom puts the live audience at 330,000 viewers. The four Happy Hour videos about the event hold 1,401,843 views between them. The most watched, JaackMaate's defence of the event, holds 872,447. The event took Silver for Best Charitable Campaign at the Football Content Awards 2021. Clash of Creators ran once. A second event was planned and did not happen. ## What it proves Creator audiences turn up for something real, and a charity gives them the reason. An event is a studio day with the talent, the audience and the proof in one place. Tom teaches that in [The event as a studio content day](/playbooks/how-i-work/the-event-as-a-studio-content-day/). It also proves the limit of one good day. Proof of concept shows people will come. It says nothing yet about running the format twelve times. ## Coverage and links - Dexerto, 27 July 2021. Clash of Creators football event raises huge amount for charity. - Esports News UK, 20 July 2021. UK YouTubers to compete in Clash of Creators football charity match raising money for MIND. - Dexerto, 31 July 2021. JaackMaate slams Laurence McKenna over the Clash of Creators stream. - JaackMaate's Happy Hour, episode 203, 30 July 2021. Callum Glanville and Tom Sharman, Clash of Creators founders reveal all. - Football Content Awards, 14 October 2021. 2021 winners. - New Digital Age, October 2026. A Q&A with Tom, partner content. The press release link in data/press.json, clashofcreators.com/press-release, now redirects to a parked domain page. ## The numbers - 330,000: live viewers on the debut event (Tom supplied) - £12,754: raised for Mind (Verified) - £10,000: the fundraising target it beat (Verified) - 4: teams of UK creators (Verified) - 1,401,843: views of Happy Hour's follow-up coverage, 4 videos (Verified) - Silver: Best Charitable Campaign, Football Content Awards 2021 (Verified) ## Key videos - [JaackMaate Responds To Laurence McKenna's Comments About Clash Of Creators](https://tomsharman.com/videos/oUsCPPUKLtQ/index.md): 872,447 views, 30 July 2021. JaackMaate defends the event on Happy Hour. The most watched piece of Clash coverage. - [Why Spencer FC was SENT OFF at Clash Of Creators](https://tomsharman.com/videos/SknR2h3ArcE/index.md): 206,555 views, 1 August 2021. Tom and Callum Glanville tell the story from the pitch, from episode 203. - [Why Girls Were BANNED From Clash Of Creators](https://tomsharman.com/videos/Gh8bItZX0hc/index.md): 173,901 views, 2 August 2021. Tom explains on camera why the first event featured only male players. - [Spencer Owen's Amazing SECRET Act of Kindness...](https://tomsharman.com/videos/axBw65NvKLQ/index.md): 148,940 views, 31 July 2021. A player story from the day, cut from episode 203. - [Why We Won Clash Of Creators](https://tomsharman.com/videos/s4pO2dsH84Y/index.md): 15,064 views, 26 July 2021. The day from a winning player's channel, Liam Bedford, a New Waves, Who Dis? client. ## Links ### Videos - [JaackMaate Responds To Laurence McKenna's Comments About Clash Of Creators](https://www.youtube.com/watch?v=oUsCPPUKLtQ) - [Why Girls Were BANNED From Clash Of Creators](https://www.youtube.com/watch?v=Gh8bItZX0hc) - [Why We Won Clash Of Creators, Liam Bedford](https://www.youtube.com/watch?v=s4pO2dsH84Y) ### Press - [Dexerto: Clash of Creators football event raises huge amount for charity](https://www.dexerto.com/entertainment/clash-of-creators-football-event-raises-huge-amount-for-charity-with-big-stars-involved-1619750/) - [Esports News UK: UK YouTubers to compete in Clash of Creators football charity match raising money for MIND](https://esports-news.co.uk/2021/07/20/uk-youtubers-compete-clash-of-creators-football-charity-match-mind/) - [Dexerto: JaackMaate slams Laurence McKenna over Clash of Creators stream](https://www.dexerto.com/entertainment/jaackmaate-laurence-mckenna-pk-truegeordie-clash-of-creators-stream-1622265/) - [Football Content Awards 2021 winners](https://footballcontentawards.com/2021/10/14/2021-winners/) - [JaackMaate's Happy Hour, episode 203: Callum Glanville and Tom Sharman, Clash of Creators founders reveal all](https://open.spotify.com/episode/5H5sHPsEQkewX3eIv474F7) - [New Digital Age: how Tom Sharman is rewriting the rules of the creator economy](https://newdigitalage.co/creators/from-bedroom-vlogs-to-prime-time-budgets-how-tom-sharman-is-rewriting-the-rules-of-the-creator-economy/) ## Read next - https://tomsharman.com/case-studies/happy-hour-podcast/ - https://tomsharman.com/case-studies/new-waves-who-dis/ - https://tomsharman.com/case-studies/liam-bedford/ - https://tomsharman.com/playbooks/how-i-work/the-event-as-a-studio-content-day/ - https://tomsharman.com/videos/?company=Clash%20of%20Creators