The Prince of Wales is set to unveil a major new campaign today aimed at improving awareness of suicide prevention by harnessing the influence and reach of sport.
Prince William has teamed up with a host of leading sporting figures, including England captain Harry Kane, Formula 1 driver George Russell, former footballer Alan Shearer, Olympian Dame Kelly Holmes, and cycling champions Sir Jason and Dame Laura Kenny, to launch the On Your Side “toolkit”. The practical guide is designed to help people recognise potential warning signs, deepen their understanding of suicide prevention and feel more confident offering support before a crisis escalates.
Suicide remains the leading cause of death among men under 50 in the UK.
Although the future king’s initiative is intended to support people of all genders, organisers hope sport can open up a vital new route to reaching men who may be less likely to discuss their feelings or seek help when they are struggling.
Speaking at Everton football club today to mark World Suicide Prevention Day, William will say: ‘My hope is that every sporting organisation in the country will look at what is being launched today and ask a question: “What more can we do?”
‘Because the opportunity before us is enormous. Sport has the ability to reach people who may never walk through the door of a mental healthcare service.
‘People who may never seek support themselves and may be struggling in silence. The sporting community can change that.’
As well as the practical guide, which will be distributed to sporting organisations both grassroots and professional the length and breadth of the country, stars including Kane and Russell have recorded a special film with the prince showcasing the power of having a conversation about suicide.
Prince William pictured on World Suicide Prevention Day at Principality Stadium on September 10, 2025 in Cardiff, Wales
Today William will host an event at the Hill Dickinson Stadium in Liverpool, the home of Everton Football Club, attended by representatives from across the sports world and well-known figures including Dame Kelly Holmes, Gabby Logan, Campbell Hatton, Jill Scott and Dame Laura Kenny
Leaders from major sports organisations will also announce details of their commitments to the initiative.
The Football Association, of which the prince is Patron, will commit to embedding the toolkit across its entire organisation, as well as its community and grassroots football network.
The Premier League and British Cycling will announce their commitment to prioritising suicide prevention across their organisations, and Team GB will use the resource with all athletes and staff.
In addition, over a dozen other sports organisations have signed up to become champions of the toolkit, committing to embedding practical, evidence-based suicide prevention techniques across their organisation, using the resource to strengthen their approach and help inspire wider action across all sports.
The initiative is the result of a collaboration between William’s charitable arm, The Royal Foundation, the British Standards Institution and the charity Chasing the Stigma.
Hazel Detsiny, Executive Director of The Royal Foundation, said: ‘This toolkit is the first of its kind, uniting the sector across all sports and at every level, with the aim of bringing about meaningful change.
‘Sport can be a powerful force for connection and support, and everyone engaged in sport has the power to make a difference to those at risk of suicide.
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‘Research commissioned by The Royal Foundation shows that the sports sector has the potential to be a powerful platform for suicide prevention but is hampered by stigma – particularly among men and elite athletes – as well as gaps in skills, knowledge and resources.
‘The findings show strong goodwill and pockets of effective practice across sport, but that the sector’s scale and diversity mean activity is often siloed, inconsistent, and unevenly resourced. At grassroots level, many clubs lack clear guidance on how to recognise risk and respond appropriately.’
The Prince of Wales will today launch a landmark new initiative to raise awareness about suicide prevention through the power of sport
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The toolkit explains how to create safe and supportive environments where people feel able to speak up and support others in distress, including outlining appropriate language and providing conversation starters.
It also hopes to make suicide prevention part of everyday practice, including policies and ways of working.
Footballer Alan Shearer suddenly lost his best friend and ex-Newcastle teammate, Gary Speed, in 2011.
The two men had seen each other just hours before his death and had been planning a holiday together when Wales manager Speed apparently took his own life at the age of just 42.
He said: ‘For me this is obviously very personal and it feels particularly poignant that it is being launched at Everton, a club that meant so much to Gary Speed.
‘We can’t all know when somebody is struggling but we can all be better at asking and listening and helping someone find the right support.
‘That’s what On Your Side is all about, giving people across sport practical advice to help start those conversations. Prince William has done a huge amount around mental health and support.
‘You don’t have to be an expert, you don’t have to have all the answers, but I hope that everyone in sport will use the toolkit. We can all be on the same side.’
A spokesman for the Prince of Wales said it was well known that he has worked for many years to support changing the national conversation on mental health and this was a development of that.
‘The prince is very passionate about sport and truly believes in its ability to bring people together,’ they said.
He has already invested £1 million of his charity’s funds to set up a national suicide prevention network.
For confidential support, call Samaritans on 116 123, visit samaritans.org or visit https://www.thecalmzone.net/get-support