Beginning this month, Nickelodeon will screen 20 vignettes of professional players such as Akira Narahashi and premiere a 30-minute 'highlights' special of the jointly-organised Nike and Manchester United tournament in August. Nickelodeon has also partnered with Nike - which developed the Premier Cup a decade ago to provide junior players at grassroots levels with the opportunity to compete in international tournaments - in a competition to send two Asian kids to the July 15-18 play-off. One player will be selected from Japan and the second from the rest of Asia.
Richard Cunningham, managing director at Nickeloden, said the move was part of the company's effort to "extend the channel's connection with kids beyond television". The tournament will see 20 youth football teams (with kids under 15 years old) competing for the championship.
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