MƏHƏLLƏ-MƏHƏLLƏYƏ | NEIGHBOURHOOD STREET FOOTBALL TOURNAMENT | MVP AGENCY

Project Context

The project was initiated to make football more accessible to young people by moving competition out of traditional stadiums and into neighbourhood environments. The goal was to create a simple, inclusive and scalable football format that encourages participation, physical activity and local community involvement.

Organisation & Partners

The tournament was organised by Cavan Youth Movement, with the support of the Azerbaijan Youth Foundation, in partnership with IDEA Campaign and the Association of Football Federations of Azerbaijan (AFFA).

Concept & Approach

The core concept of “Məhəllə-məhəlləyə” was to bring football directly to young people where they live. Open community yards known as “Bizim Həyət” were transformed into temporary football arenas, turning everyday urban spaces into active sports environments.

The 3×3 football format was chosen for its speed, intensity and simplicity, allowing high participation rates and fast match turnover without complex infrastructure.

Tournament Format

– 3×3 street football format– Free participation– Online registration system– Matches held on open-air neighbourhood courts– Group stage followed by play-off rounds– Top 32 teams advanced to the final stage, with final matches held on October 2

This structure ensured constant engagement for both players and local spectators, while maintaining a dynamic street football atmosphere.

Event Environment

By spreading matches across multiple neighbourhood locations, the project activated local communities rather than centralised venues. This approach increased accessibility, encouraged spontaneous audience participation and strengthened the connection between sport and everyday urban life.

Role of MVP Agency

MVP Agency supported the project as an event and production partner, focusing on structuring the tournament as a clear, repeatable urban sports product.

MVP Agency’s scope included:– advising on tournament structure and competition flow– supporting operational coordination across multiple locations– assisting with scheduling and play-off progression logic– supporting documentation of the project through photo and video content– ensuring the project could be clearly presented across partner and media channels

Result & Impact

The tournament achieved strong engagement from youth teams across multiple neighbourhoods and demonstrated how grassroots football initiatives can be successfully scaled within an urban context.

The project strengthened collaboration between youth organisations, national sports bodies and local communities, while promoting healthy lifestyles and active participation among young people.

Outcome

“Məhəllə-məhəlləyə” established a scalable and repeatable model for neighbourhood-based football tournaments, proving that street football can function as a structured, inclusive and impactful youth sports initiative within the urban environment.

Services → Event Management

Services → Experiential Marketing