The partnership, which has recently been extended until at least the end of season 2021/22, was
established in 2018 to raise awareness of mental health amongst fans and the wider public, help raise
funds for Mind to deliver life changing services and improve the approach to mental health in the EFL
In the past two years there have been some fantastic moments and milestones, signs of cultural change
amongst fans and Clubs, plus results that demonstrate the positive impact of the partnership.
Mind have created a ‘Mind 11’ video to mark some of the achievements of the last two seasons.\
• 18 MILLION: Mind’s logo features on the back of EFL shirts, reaching 18 million people. 18 mill
is the number of fans attending fixtures in a regular season, including EFL Wembley Finals
• 900 STAFF: 930 staff in EFL Clubs and Club Community Organisations (CCOs) have received
mental health training from local Minds. The feedback from this training was overwhelming
positive with 98% of staff reporting that it changed their attitudes towards and beliefs about
mental health. A further 1,523 CCO staff and volunteers received mental health training for
sport and physical activity providers, online.
• 100% CLUBS: All EFL Clubs have been supportive of the EFL and Mind partnership by
communicating key messages about mental health to fans. There are however some
particularly special gestures that we have seen from Clubs. These include
• A supportive letter written by the CEO of Barnsley to a fan who had expressed his
experience of depression on social media. Further information about the letter is here.
• The sponsorship space for Leyton Orient’s popular third kit for the 20/21 season was
donated to Mind and funded by Harry Kane.
• Mental Health Match Day hubs were set up at Sunderland in conjunction with
Washington Mind and the Foundation of Light for home and away fans to drop in and
• Groundsman, Ian Darler, at Cambridge United is a big advocate of mental health and
has displayed logos of Mind around the ground to raise awareness of the charity and
• TWO AWARDS: The partnership won Gold in the Football Business Awards 2019 (Partnership
of the Year) and Silver in the Sports Business Awards 2019 (Best Sports Charity or best use of
sport by a charity). The pandemic has disrupted several other Awards but the partnership is
still currently shortlisted for: PR Moment awards 2020 (Not-for-profit Campaign of the Year) for
the Goals Worth Talking About campaign and two categories at the UK Sponsorship Awards
2020 (Best use of sponsorship to encourage diversity and inclusion & Best social purpose
• TEN CHAMPIONS: During the 2019/20 season, ten players and managers from across the
League became ‘On Your Side’ champions, spreading vital messages about mental health.
They were all interviewed by Charlie Webster or Scott Minto and videos of these interviews
were communicated via social media for Mental Health Awareness Week 2020. The full videos
can be seen here.
• 36% INCREASE: There has been a 36% increase in awareness of the EFL and Mind
partnership amongst the general male population (Mind’s Charity Awareness Monitoring
Survey, 2020), an increase in fans talking about mental health (EFL Survey December 2019)
and an increased awareness of Mind, again amongst fans (EFL Survey December 2019).
• HAVE YOUR MATE’S BACK: Players from across the League wore their shirts backwards
and shared photos of them doing so to encourage fans to ‘Have Your Mate’s Back’ in support
of mental health in football. The campaign attracted interest from football fans, EFL Community
Club Organisations, journalists, Soccer AM, Quest, EFL Commercial partners, organisations in
the sport sector as well as fantastic support from county FAs, their football teams and college
• 110% SUPPORTERS: We have seen some fantastic signs of cultural change amongst fans
over the past two years.
• On an away trip to Accrington Stanley, Ipswich Town fans displayed a supportive
banner for opposition player Billy Kee who had been experiencing mental health
• Football fan, Nathan Richardson is running between over 90 Premier League, EFL and
National league clubs all over the country in 2020, raising money for Mind.
• Reading fan, Jamie, lives with cerebral palsy and walked 30 miles overnight to raise
money for Mind.
• Johnny Hunt, also a Reading fan, holds walk and talk sessions before home games for
people experiencing mental health problems.
• NINE GET SET TO GO: The ‘Get Set To Go’ programme, that aims to help people with mental
health problems get physically active, was extended to include nine EFL Community Club
Organisations, thereby targeting football fans in the community. A structured physical activity
programme can help to reduce the risk of developing depression by as much as 30%. Our
research shows that Get Set to Go helps people to build social connections and to manage
their mental health problems through peer based group activity. The Clubs involved are
Charlton Athletic, Millwall, Carlisle United, Derby County, AFC Wimbledon, Stevenage,
Newport County, Sheffield Wednesday and Sunderland AFC.
• 100s THOUSANDS: Hundreds of thousands of pounds have been raised throughout the
partnership in a variety of ways ranging from selling On Your Side club badges, events such as
the Mind United Hike in 2019, bucket collecting at match days, as well as individuals going out
of their way to raise money for Mind through their own sponsored challenges.
• 78 MATCH DAYS: Mind is working towards raising funds and awareness at 78 Mind match
days at EFL Clubs and Wembley Finals. To date, Mind match days have been held at 55 Clubs
and 6 Wembley finals (61 match days in total) in seasons 2018/19 and 2019/20. Once fans are
allowed to return to watch live games the 17 match days cancelled last season due to
coronavirus will be rescheduled
For more information on the EFL and Mind’s charity partnership visit – here
If you need support from Mind visit Mind.org.uk for information and advice. You can also talk to Mind
via the confidential Infoline on 0300 123 3393 or text 86463.