International Academy, a subsidiary of Leisure Ventures, has launched an international youth football tournament for boys and girls, called The London Cup.

The aim of the Cup is to invite top teams from around the world to play against youth teams from the majority of London's professional clubs as well as other football clubs.

Each visiting side will be adopted for the duration of the competition by one of London's Premier League clubs.

The International Academy, which has the support of the British Tourist Authority and London Tourist Board, hopes to raise London's profile as a sporting destination and has secured Trevor Brooking as tournament chairman.

Brooking said: 'It is so much more than a football tournament, it is an opportunity to experience the culture and playing styles of different nationalities at a destination that is unique in football history.'

Alun Williams, chief executive of Leisure Ventures and the International Academy added: 'I am convinced that the tournament will prove a huge success and will develop into the best international football tournament in the world.' Details: +44 (0)29 2067 2500