From Pitch to Purpose: How Google and Wonder Turned Football Event Assets into Lasting Community Value

As Google’s long-running football-themed activation came to a close with a final event at Tobacco Dock, a question emerged that every experiential team faces at the end of a successful campaign: what now?

The set was bold. Branded astroturf, metal trussing, a regulation football goal. All built to create an unforgettable experience. But the end of the activation didn’t have to mean the end of the materials. Wonder, the creative agency behind the project, partnered with Event Cycle early on to plan a better exit. Instead of defaulting to disposal or storage, they asked a different question: how could these materials go on to benefit others?

That mindset sparked a ripple effect of reuse.

Lewisham Youth Theatre, a charity offering free theatre programmes to young people across South East London, received trussing to improve their temporary performance space. The equipment will help elevate their productions, offering a more professional stage environment and empowering young voices in the process.

Down in Coulsdon, St Aidan’s Catholic Primary School became the new home for the astroturf. The school plans to install it around their pond and playground area to create a more engaging outdoor space for students. While currently in storage, the turf will soon transform overlooked areas into vibrant play zones.

And the Brixton Chamber Orchestra, which also runs the Scherzo Ensemble, took a share of the trussing too. It will support their annual opera festival, reducing their need to hire equipment and helping them save on costs and logistics. The donation strengthens their ability to support emerging artists while building long-term infrastructure for creative independence.

By planning ahead and aligning the derig with social purpose, Wonder and Event Cycle helped give these materials a second life. One that supports arts, education, and community spaces across London.

This wasn’t just a clean break. It was a clean handoff. From branded experience to grassroots impact. And it proves that with the right planning, even a football activation can end in something far more meaningful than a goal.

For your next event, why not rethink your design and keep social purpose in mind?