Making dreams come true – reflections on the 2025 FirmBalls Amex Tournament

By Sam Thomas.

There are certain days that stay with you and Thursday, May 22, was one of them.

The annual FirmBalls Amex Tournament has always been the highlight of our calendar, but this year felt even more special.

Maybe it was the buzz of 160 players walking out onto the hallowed turf of the American Express Community Stadium, or the excitement as extra-time drama unfolded in the final. Maybe it was the knowledge that beyond the goals, glory and group stages, we were coming together to raise both funds and awareness for two brilliant causes. Either way, it was a day I won’t forget in a hurry.

Hosting an event of this scale, at the home of Brighton & Hove Albion Football Club, is no small feat, and every year it just keeps getting bigger and better. From the moment the gates opened, there was that electric mix of nervous energy, anticipation and pure excitement. Teams arrived kitted out and ready to give it their all. For many, it’s the chance to live out a childhood dream, walking down the tunnel and playing on a Premier League pitch.

The standard of football was phenomenal. Competitive but respectful. Fierce but fun. Every game had its own story, its own magic moment. But of course, the final was something else entirely.

Huge congratulations go to SO Legal, who claimed this year’s title in dramatic fashion, beating Fumi in a tightly contested final that went to extra time. The winning goal? Scored by none other than Jamie Salvidge, co-founder of SO Legal. A moment of pure football fairytale. I think we all got goosebumps when that ball hit the back of the net.

Yet while SO Legal lifted the trophy, the real winners of the day were our two chosen charities, The Starr Trust and The Russell Martin Foundation. I’ve long admired the work these organisations do to support young people in our community. The Starr Trust has a special place in my heart, and to now serve as one of their ambassadors is both an honour and a responsibility I don’t take lightly. To help raise over £3,000 on the day for these incredible causes is something I’m immensely proud of. That money will go on to change lives and that’s what truly matters.

I want to take a moment to thank everyone who made the day possible. Our incredible team at FirmBalls, especially Michael Jeffries, who work tirelessly behind the scenes. To Tracey Starr for once again organising a fantastic raffle that added to the fundraising total. To Phil Pearson, our magician for the day, who added that extra sparkle and entertained guests with his unbelievable tricks. And to Stephen Lawrence for capturing the day through his lens, and Howie McConnell, whose video footage as always was epic.

A huge thank you also goes out to our sponsors SEICO Insurance & Mortgages, whose support makes events like this possible. And, of course, to every team that took part and gave it their all.

This was our seventh tournament at the Amex and over the years, we’ve now raised close to £70,000 for local charities. That’s a stat I’m incredibly proud of but it’s not just about the money. It’s about using football as a vehicle for connection, community and impact. It’s about creating experiences that stay with people for years to come. And it’s about reminding ourselves that business can be fun, meaningful and purpose-driven, all at the same time.

Events like this remind me why I have been running FirmBalls for over 12 years, to create something different. A space where professionals could come together not just to network, but to connect. To compete, yes, but also to contribute.

On the day, I saw smiles, handshakes, hugs, and high fives. I saw friendships being formed and memories being made. And I saw what happens when business meets purpose on the pitch.

As the sun set over the stadium and we packed away the final bits of kit, I stood for a moment and took it all in. A feeling lingered, one of Pride. Gratitude. Joy.

So, until next year, that’s a wrap.

But what a wrap it was.

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