Prince William has launched a national suicide prevention toolkit aimed at helping sporting organisations recognise warning signs, start difficult conversations and support people in distress.
The “On Your Side” initiative was unveiled at Everton’s Hill Dickinson Stadium in Liverpool on Thursday, World Suicide Prevention Day, with backing from leading figures including England captain Harry Kane, Formula One driver George Russell, Alan Shearer, Dame Kelly Holmes and cycling champions Sir Jason and Dame Laura Kenny.
The resource has been developed by The Royal Foundation in partnership with the British Standards Institution and mental health charity Chasing the Stigma. It is intended for everyone involved in sport, from elite athletes and professional clubs to coaches, volunteers, families and spectators.
More than 70 sporting and mental health organisations have backed the initiative, which is designed to make suicide prevention part of everyday sporting practice rather than an issue addressed only during a crisis.
In a speech at the launch, the Prince of Wales will urge sporting bodies across the country to consider what more they can do to support people who may be struggling in silence.
“Sport has the ability to reach people who may never walk through the door of a mental healthcare service,” William is expected to say. “People who may never seek support themselves and may be struggling in silence. The sporting community can change that.”
The toolkit includes guidance on creating supportive environments, appropriate language, conversation starters and ways to respond when someone may be at risk. It also sets out how organisations can incorporate suicide prevention into their policies and day-to-day working practices.
The Football Association, of which William is patron, is committing to use the resource throughout its organisation and across its community and grassroots football network. The Premier League and British Cycling will prioritise suicide prevention across their organisations, while Team GB will make the toolkit available to its athletes and staff.
The Premier League has separately announced that all 20 of its clubs will provide safe, non-judgemental spaces for fans to talk and access support during selected home matchdays this season, building on a pilot scheme involving 11 clubs.
The Royal Foundation said research carried out for the initiative found that sport had significant potential to support suicide prevention, but that stigma, particularly among men and elite athletes, remained a major barrier. It also identified gaps in training, knowledge and resources, with support at grassroots level often inconsistent.
Suicide remains the leading cause of death among men under 50 in the UK. Office for National Statistics figures show that 6,190 suicides were registered in England and Wales in 2024, with the male rate considerably higher than the female rate.
A short film produced to accompany the launch features Kane, Russell and other sporting personalities discussing the importance of noticing when someone may be struggling and having the confidence to ask how they are.
Shearer, who lost his former Newcastle and Wales team-mate Gary Speed to suicide in 2011, said the launch at Everton’s stadium was particularly poignant because of the club’s connection to 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,” he said.
“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.”
The stadium includes a dedicated talking bench created in memory of Speed, who played for Everton before later managing Wales.
Hazel Detsiny, executive director of The Royal Foundation, said the initiative was intended to unite sports organisations behind a consistent, practical approach.
“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,” she said.
The launch follows the creation of the National Suicide Prevention Network, backed by more than £1 million from The Royal Foundation over an initial three-year period, to improve suicide prevention across England, Scotland, Wales and Northern Ireland.
For confidential support, contact Samaritans free on 116 123 or visit samaritans.org.
