The Prince of Wales launched a new initiative aimed at raising awareness about suicide prevention through sport on September 10, 2026, coinciding with World Suicide Prevention Day. He collaborated with notable figures including England captain Harry Kane, F1 driver George Russell, footballer Alan Shearer, Olympian Dame Kelly Holmes, and cyclists Sir Jason and Dame Laura Kenny to create the On Your Side toolkit. This toolkit is designed to help individuals recognize warning signs of suicide and provide timely support.
Suicide is identified as the leading cause of death for men under 50 in the UK. The initiative seeks to engage men who may struggle to discuss their emotions or seek help. In a speech at Everton Football Club, Prince William expressed his hope that sporting organizations would adopt the toolkit and enhance their support for mental health. He stated, 'Sport has the ability to reach people who may never walk through the door of a mental healthcare service.'
The toolkit will be distributed to various sporting organizations at all levels across the UK. In addition to the toolkit, a film featuring Prince William, Kane, and Russell highlights the importance of conversations surrounding suicide.
Prince William hosted an event at Hill Dickinson Stadium in Liverpool, attended by representatives from the sports community, including Dame Kelly Holmes and Jill Scott. Leaders from major sports organizations announced their commitments to the initiative, with the Football Association pledging to implement the toolkit throughout its network. The Premier League and British Cycling also expressed their commitment to prioritizing suicide prevention.
The initiative is a collaboration between The Royal Foundation, the British Standards Institution, and the charity Chasing the Stigma. Hazel Detsiny, Executive Director of The Royal Foundation, emphasized the potential of the sports sector to facilitate suicide prevention, while acknowledging existing stigma and gaps in resources.
The toolkit aims to foster supportive environments and integrate suicide prevention into everyday practices within sports organizations. Alan Shearer, who lost his friend Gary Speed to suicide in 2011, highlighted the personal significance of the initiative and the importance of being proactive in supporting those in distress.
A spokesperson for Prince William noted his long-standing commitment to mental health advocacy and his belief in the unifying power of sport. The prince has previously invested £1 million from his charity to establish a national suicide prevention network. For confidential support, individuals can contact Samaritans at 116 123 or visit their website.