By Emma Dineen
A YouTube group made headlines last November when they sold out the iconic Wembley Stadium in under three hours, a feat that left many asking: who are they, and what exactly makes them so popular? That group is the Sidemen, a collective of seven British internet personalities whose influence stretches far beyond the platform. Olajide Olatunji (KSI), Simon Minter (Miniminter), Joshua Bradley (Zerkaa), Tobi Brown (TBJZL), Ethan Payne (Behzinga), Vikram Singh Barn (Vikkstar123), and Harry Lewis (W2S) have amassed 146 million subscribers and over 6 billion views combined.
But it’s their Sidemen Charity Match that has become the crown jewel of their growing empire. An annual football match where YouTubers and influencers leave their screens behind and lace up their boots for a good cause.
I flew from Shannon to London Stansted early on match day and planned a London trip around the game. As a lifelong Manchester United supporter, walking into Wembley, a stadium I’ve only ever seen on television during finals, was a surreal moment. The pitch looked smaller in person, but the sense of occasion was undeniable.
Sidemen FC faced off against the YouTube Allstars in front of a sold-out crowd of 90,000 fans. The match didn’t disappoint: a dramatic 9–9 draw, followed by a tense penalty shootout that saw the YouTube Allstars clinch the win. Household names like MrBeast, Logan Paul, and IShowSpeed featured, adding even more star power.
The event had its quirks. While the match delivered entertainment, the stadium atmosphere lacked the intensity of a traditional football game. Many in the crowd were there for the personalities rather than the sport, meaning the usual chants and spontaneous roars were often replaced by polite silence, except during big moments. A Jude Bellingham lookalike even caused a stir, with fans rushing for selfies, convinced it was the Real Madrid and England star.
Still, it was impossible not to enjoy the scale of the event. The halftime shows featured AJ Tracey and KSI, who humorously performed his much-memed song “Thick of It,” tripping up the stairs as he took the stage, to the crowd’s delight. While not everyone recognised AJ Tracey’s setlist, the energy stayed high.
On the logistics side, everything ran smoothly. Entry was efficient, just five minutes from gates to seat. While queues for merchandise and programmes were long, food and drink were surprisingly affordable, cheaper even than Dublin’s Aviva Stadium. Options included Sidemen branded snacks and novelty treats, adding to the one-of-a-kind feel.
But the real highlight? The fundraising. With £4,733,004 raised for charities including BBC Children in Need, Bright Side, and M7 Education and millions of people watching online, this was more than a YouTube gimmick. It was a global event with real-world impact.
Would I go again? Probably not. Watching from home via YouTube offers better angles, commentary, and replays. But for Irish fans curious about the hype, it’s absolutely worth doing once. With tickets starting as ranging from as £12 to £30, it’s exceptional value for money. There was even a strange feeling of imposter syndrome in the air; a new generation of fans watching internet stars stand where legends like Cristiano Ronaldo, Wayne Rooney, and David Beckham once lifted trophies. It was unforgettable, if a little surreal.
The Sidemen Charity Match 2025 may not have delivered the atmosphere of a Champions League final, but as a mix of sport, celebrity, and charity, it succeeded where it mattered most. It brought together a new generation of fans and proved that even the biggest influencers can use their platforms for good.
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