Football40 is coming to the Boleyn Ground.
Launched this week, the London Legends Cup will be the inaugural event for the new version of the sport. Hosted by West Ham United, the eleven-a-side tournament will also involve Chelsea, Arsenal and Tottenham Hotspur with each represented by former club legends.
Played out over two semi-finals and a final, the tournament will take place on Sunday 30 May, with the matches lasting 20 minutes each way and featuring rolling substitutes. This is seen as pivotal to producing top-quality football, with the former players able to operate in short bursts before getting a well-earned break.
Among those who could be taking part in claret and blue are Steve Potts, Ray Stewart, Mark Ward, Alan Dickens, Don Hutchison and Steve Lomas.
Speaking at the launch at the Boleyn Ground, Richard Berenson, Chief Executive of Football40, said: "We are very excited to be launching Football40, which is a brand-new format of eleven-a-side football aimed at the legends market.
"It is football's answer to 20-20 cricket. It creates the opportunity for a single four-team tournament at a single event and we are looking forward to the London Legends Cup. It will be competitive and we are sure it will be a great way to start."
The Hammers team is set to be managed by Tony Gale, with Ossie Ardiles primed to take charge of the Tottenham side. Chelsea will be led by Glenn Hoddle, who is also the Football40 technical director. He said it was a format that was sure to go down well with ex-players from across the game.
Likening it to the ways other sports such as golf and tennis have prolonged the careers of elite performers no longer operating on their main tours, he said: "When I was approached to get involved, this just got me. I have always felt that playing 90 minutes was a problem to any player who has given up the game professionally.
"This is the key to Football 40, being able to have rolling subs and being able to go out there and compete and perform for a short period of time. You know you can be taken off and then you can go back on and play at close to a level you used to be at during your peak.
"It will be great to see these legends play again and I am sure it will capture the imagination of the public."
Tickets will go on sale soon, priced at £20 for adults, who can bring up to two children for just £1 each. For more information, visit www.football40.com