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Why 3v3 football is like the Champions League...

Embracing change from our best first teams to our local grassroots teams
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  • Why 3v3 football is like the Champions League...
  • 29 January 2026 by
    Why 3v3 football is like the Champions League...
    Mike Melvin
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    Football people (and I say this with love) don’t always like change.

    We’re a sport built on tradition. Same chants. Same routines. Same “this is how it’s always been done.” And the minute someone tweaks the recipe, you’d think they’d tried to move the goalposts to the corner flag.

    The best example of this in recent times is the Champions League format change. When UEFA brought in the new 36-team league phase, the pushback was loud. People were calling it confusing, money-driven, “ruining the tournament,” too many games… the whole lot. And look — some of that criticism is fair. It is more games. It does add load to an already silly calendar.

    But then… last night happened.

    Here’s what I think is going on: a lot of people don’t actually hate change — they hate uncertainty.

    The old Champions League group stage was familiar. Eight groups of four, play everyone twice, six games, top two go through, third drops into Europa. You could explain it to your nan in 10 seconds.

    But if we’re being brutally honest, it also had a massive flaw: dead rubbers.

    By match day 5 or 6, you’d often have one team already qualified and rotating, one team already out and playing for pride, and the whole group basically “done” before the final whistle ever blew. That might be comfortable… but it isn’t always compelling.

    The new setup was meant to create more variety of opponents, more to play for, and more jeopardy right to the end and last night was the clearest “case closed” moment we’ve had so far.

    The final match day felt like chaos in the best way. Loads of games kicking off at the same time, places swinging minute by minute, and teams flipping between safety, playoffs, and out of Europe completely. It wasn’t just one storyline — it was everywhere. Late goals. Shock results. One moment you’re cruising, the next you’re looking at your phone praying someone else doesn’t score.

    In the old format, loads of teams could “manage” their last group game. Rest players. Protect legs. Little 1-1, job done.

    Last night? It felt like every goal mattered because the table was alive all the way through stoppage time. That’s pressure. That’s jeopardy. That’s football.

    For me, the biggest win is simple: it creates consequence.

    Not fake consequence. Not “we’ll still qualify anyway.” Real consequence.

    Now you’re not just playing to “get through.” You’re playing to finish in the best spots, avoid extra games, avoid nightmare draws, and avoid slipping into danger. It forces teams to play properly, and it makes the whole thing more entertaining for fans because it stays alive right to the end.

    And that’s exactly what’s happening right now with the new 3v3 introduction for U7s. You’ve got the same noise - “why change it?”, “we’ve always done it this way”, “kids need proper football” but give it time and it’ll be obvious. Because 3v3 isn’t change for the sake of it… it’s change that makes the game better for that age: more touches, more moments, more confidence, more fun, and less standing around watching the ball fly over their heads. Just like the Champions League, once people actually see it in action week after week, the pushback will fade and everyone will wonder why we didn’t do it sooner.here...

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    3v3 Norway-Creating the world's largest 3v3 pitch tournament in a country of 5 million

    3v3 Norway started with one local tournament in 2012 after convincing the Oslo area grassroots club Nittedal to be the host. It was an instant success and it grew national in only one year with 30+ grassroots club hosts all over the country. Now, more than 10 years later, 3v3 Norway has become the largest tournament of its kind in Europe and globally. In 2020, the Norwegian FA hired 3v3 Norway to run its massive grassroots project Santander 3 League

    3v3UK- Changing the dynamics of the grassroots football market

    3v3 UK did its first test tournament already at the Umbro Cup 2008 in Manchester. More than 12 years on, it has established itself as the country's largest 3v3 pitch tournament provider. In the past there years 3v3 UK has organized events at Liverpool FC and Manchester City FC, and is consulting the English FA for their plans to introduce the small sided format in 2022.   

    3v3 Germany

    3v3 Germany works with the national and regional football federations to support their new 3v3 small sided program launched in 2020. All U6 to U8 age groups will play Funino 3v3, which is a 4 goal version of the game developed by the youth football coach and legend Horst Wein.  

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    Club testimonials

    What our customers are saying about us.

    Rating

    "AirPitches add variety and excitement to training sessions. They allow for small-sided games and skill-based rotations. The popularity for these among players is evident."

    Arsenal Football Club
    Mark Rivers
    Pre-Academy Manager, Arsenal FC
    Rating

    "We introduced the 3v3 format to our Premier League programme this year and it was a brilliant addition. The Airpitch format provided the new Premier League academy players with a fun start to the academy events programme and the players were able to express themselves through constant 1v1 duels and the high intensity games."

    Premier League
    Thomas Moran
    Games programme manager, Premier League
    Rating

    “3v3Uk has been a real good addition to the Manchester United Football Programme. We have really enjoyed hosting various different festivals for teams far and wide. We have seen huge benefits from our children participating in this type of format with lots of 1v1 take ons, lots of ball manipulations, lots of chaotic situations and loads of different combinations and team play. We will continue to develop our connection to Mike and his team, who have all excellently organised and delivered a wonderful learning environment and experience for our children at Manchester United”

    Manchester United
    Jarrad Ince
    Pre Academy Manager, Manchester United
    Rating

    "The 3v3 Airpitch format really develops the individual's ability on the ball maximizing ball touches in a fun & engaging environment. Our players constantly found themselves in 1v1 scenarios and had to try different opponents. The 3v3 Airpitch game format could add more variation to our games program and this would only enhance the development of our foundation phase players."

    Birmingham City FC
    Richard Brooke
    U7-U10 Coach Foundation at Birmingham City FC
    Rating

    "We really like the 3 v 3 format It's good for the boys lots of game time. At u9 It's a really raw stage of their development so we just want to get them on the ball as much as possible"

    Norwich City
    Steve Balls
    Lead Pre-academy & Foundation Phase Coach at Norwich City
    Rating

    "The air pitch is great. It keeps the ball in play. It's something unique and new for all the players that are here. They seem to be responding really well to it… So, yeah, it just provides that level of excitement and uniqueness that they don't get in the regular games programme where they play within the grassroots, etc. So that's really good. They get loads of touches on the ball, loads of opportunities to showcase their skills, loads of opportunities for one-v-one duels. It's been a really good day, impacted by a 3v3 UK"

    The Football association
    Matthew Hare
    club pathway manager, The Fa
    3v3 UAE
    Waynes Rooney 3v3 football
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