The EFL and Mind have been named winners at the UK Sponsorship Awards. The partners won the Social Purpose Sponsorship category for work delivered through the ‘On Your Side’ partnership.
Due to Covid-19 restrictions, this year’s awards ceremony took place online showcasing work of the highest calibre across the industry from brands, rights holders, agencies, arts institutions and community-facing organisations. The EFL and Mind launched its ground-breaking charity partnership in 2018 with the aim of improving the nation’s mental health and wellbeing. With men traditionally finding it more difficult to speak out about their mental health, ‘On Your Side’ was designed to help address this issue and encourage conversation about mental health among players, managers and fans throughout the league.
The partnership has attracted numerous ambassadors including Brentford FC Head Coach Thomas Frank. Others have included Will Nightingale, Stuart Sinclair, Keith Curle and Danny Cowley to name but a few, and generated widespread awareness on social media. Through innovative activations which have been supported by all 72 EFL clubs across England and Wales, ‘On Your Side’ has resulted in fans contacting their local club to talk about their mental health.
Through the partnership, the EFL and Mind are continuing to raise awareness of mental health among communities in England and Wales. To find out more, please visit https://www.mind.org.uk/news-campaigns/campaigns/mind-and-efl-partnership/.