If he wants to publicise it, so be it. It doesn't take away from the wonderful gesture he is making. Maybe he wants a Knighthood, I don't know. *Maybe* he wants to set a precadent.
The facts of the matter are that he's playing football presumably for the love of it and he's raising money for disadvantaged children.
Whatever your opinion of him, it's an incredibly generous gesture and he should be commended for it, not criticised for his motives.