Prince William launches ‘On Your Side’ suicide prevention toolkit for sport

Prince William launched a new nationwide suicide prevention toolkit for the sporting sector on World Suicide Prevention Day, urging clubs, coaches, players and fans to make spotting and responding to suicide risk part of everyday sporting life.

What was announced

The toolkit, called On Your Side, was unveiled at Everton’s Hill Dickinson Stadium in Liverpool. The Royal Foundation led the initiative in partnership with the British Standards Institution and the mental health charity Chasing the Stigma. Organisers say the resource is intended for use across every level of sport — from grassroots clubs to elite professional organisations — and will be available through Chasing the Stigma’s Hub of Hope platform.

Who is backing it

More than 70 organisations and a number of high-profile sporting figures have given visible support to the launch. Reported immediate organisational backers include the Football Association, the Premier League, British Cycling and Team GB. Athletes and sports personalities featured in promotional material include England captain Harry Kane, F1 driver George Russell, and former players and champions such as Jill Scott, Dame Kelly Holmes and Dame Laura Kenny. Alan Shearer has also recorded a supporting message for the initiative.

What the toolkit contains

On Your Side provides a mix of individual and organisational guidance. Central to the resource is a five-step conversational framework abbreviated GOALS: Get ready; Open the conversation; Ask the question; Listen and respond; Support and signpost. Organisers describe the toolkit as offering practical conversation starters, advice on language to use, guidance on recognising warning signs and templates for putting clear procedures in place for crisis situations and post-incident support.

Why this matters for football and sport in the UK

Organisers and coverage cite research commissioned by The Royal Foundation that found positive intent within sport but identified fragmentation, stigma and inconsistent resources — particularly at grassroots level. The Royal Foundation said sport’s reach and culture of community make it a powerful channel to reach men and others less likely to access formal mental-health services. Coverage also noted the disproportionate toll suicide has on men: the toolkit launch materials referenced national statistics showing suicide remains the leading cause of death for men under 50 in the UK.

Confirmed commitments versus rollout plans

The Football Association, which lists the Prince as patron, is reported to have committed to embedding the toolkit across its national structure including community and grassroots levels. The Premier League, British Cycling and Team GB were reported to have pledged to prioritise and implement the resource within their organisations. Organisers said more than a dozen other sporting bodies had signed up as champions of the toolkit; the Royal Foundation described this work as part of a broader National Suicide Prevention Network launched in 2025 with initial funding from the Foundation.

Event details and campaign materials

The launch event at Everton’s Hill Dickinson Stadium included a short film intended to normalise starting conversations about suicide; that film features a range of sporting figures, including Kane and Russell. The stadium was chosen in part because of a ‘talking bench’ there erected in memory of former player Gary Speed. Media reports say the toolkit took about two years to develop and that the NHS, Samaritans and Mind were consulted during its creation.

What comes next

• Organisations that have committed will begin embedding the toolkit into policy and training; the FA and other national bodies were reported to have immediate plans to use On Your Side across their networks.
• The Royal Foundation described the launch as the next stage of ongoing suicide-prevention work begun with the National Suicide Prevention Network in 2025, and said the toolkit is intended to be a lasting, sector-wide resource rather than a one-day campaign.
• Availability of the toolkit via the Hub of Hope aims to make the guidance accessible to clubs, volunteers and individuals across the UK; organisers signalled they want uptake to spread from elite to grassroots settings.

Context, caveats and attribution

This article is based on coverage and statements published at the time of the launch. Reporting across major outlets describes the resource as developed by The Royal Foundation with the British Standards Institution and Chasing the Stigma, and lists the organisations and athletes named above as supporters. The Royal Foundation and partner organisations provided the materials used in reporting the event; national helpline figures and broader suicide statistics referenced in launch materials were reported by the outlets covering the launch.

Practical links and support

Media coverage of the launch emphasised support contacts for anyone affected. In the UK, Samaritans operates a 24-hour helpline on 116 123. Campaign Against Living Miserably (CALM), Papyrus and other national charities were also referenced in coverage as sources of support and guidance.

Timeline of related Royal Foundation activity

1. Autumn 2025 – The Royal Foundation launched the National Suicide Prevention Network with initial funding reported as over £1m.
2. September 10, 2026 – On Your Side toolkit publicly launched at Everton’s Hill Dickinson Stadium on World Suicide Prevention Day.

“In moments of need, the right support can make all the difference.” — wording reported from Prince William’s foreword to the toolkit per launch coverage.