Under the slogan “You support us, let us support you”, the Premier League is expanding its campaign to help those struggling with suicidal thoughts. It will be given greater prominence at the clubs’ home matches in the coming weeks, starting from Matchday 3.
Every 90 minutes – roughly the duration of a football match – someone in the UK takes their own life. Statistically speaking, this is particularly true of men under 50 – a demographic that closely mirrors large sections of a football audience.
That is why the Premier League and the Samaritans, a suicide prevention charity, have joined forces to promote a ‘Together Against Suicide’ campaign. The concept was developed by a radio presenter, Roman Kemp, following the death of a friend in 2020.
One of its early supporters was Vinai Venkatesham. The former Arsenal CEO, who is now at Tottenham, brought the idea to the Premier League, and the suicide prevention organisation Samaritans has provided expert advice as well as suicide prevention training for club staff.
Overwhelmingly positive response
The campaign was launched in selected clubs in 2025, and the response was overwhelmingly positive. In the period following the launch, Samaritans received up to 300 additional calls per day on their national helpline, which was directly attributable to increased public awareness. Promotion of the campaign featured in the clubs’ matchday programmes, as well as in stadium announcements and signage.
The initial pilot season alone led to more than 2,000 mental health-related interactions and 15 direct interventions in the stadiums. Over the coming weeks, starting from this matchday, the campaign will be specifically promoted by the clubs, including on Suicide Prevention Day on Thursday 10 September.
“Football clubs are at the heart of their communities and can play a significant role in helping people through difficult times,” emphasised Premier League CEO Richard Masters. “Extending the campaign to all 20 clubs is an important step forward.” He added: “By creating safe, welcoming spaces on matchdays, clubs can encourage conversations and help fans affected by suicide or suicidal thoughts to access the support and expert advice they need. We want more fans to know that help is available and that they never have to face these challenges alone.”