Norwich City are pleased to announce a new strategic partnership with The Royal Foundation of The Prince and Princess of Wales, in which it will become a champion of The Foundation’s new suicide prevention toolkit, released in September 2026.
On World Mental Health Day, the club are proud to support The Royal Foundation’s ‘On Your Side’ toolkit - a new online resource designed to help organisations and individuals across sport build the knowledge, confidence and practical approaches needed to contribute meaningfully to suicide prevention.
The toolkit was launched by HRH The Prince of Wales at an event in Liverpool last month. The Prince brought together sporting legends and leaders from major organisations to harness the power of sport to prevent suicide.
'On Your Side' will become a key resource across Norwich City, providing staff, players and supporters with information and practical tools to better understand how they can support others.
As part of the partnership, the club and The Royal Foundation will work together on an ‘On Your Side’ matchday activation and takeover at Carrow Road, for an upcoming dedicated fixture. The activation will provide an opportunity to put suicide prevention at the heart of the matchday experience and encourage supporters to learn more about how they can be there for someone who may be struggling.
‘On Your Side’ branding is also set to feature on the front of the club’s shirts for the chosen dedicated fixture. The club would like to thank principal partner Blakely Clothing for its support in making this possible and for donating its front-of-shirt position to help raise awareness of such an important message.
The initiative will also extend beyond the matchday, with Carrow Road set to host regional events focused on suicide prevention in sport. Bringing together organisations and people from across the region, the events will provide an opportunity to share knowledge, raise awareness and explore the role sport can play in suicide prevention.
The partnership forms part of Norwich City's wider commitment to mental health and wellbeing.
Zoe Webber, executive director at Norwich City, said: "At Norwich City, we recognise the important role a football club can play in supporting the wellbeing of its communities, and we are proud to be partnering with The Royal Foundation on the ‘On Your Side’ campaign.
"Suicide prevention is something that requires all of us to play a part. By helping to provide people with the knowledge, confidence and practical tools to support someone who may be struggling, this initiative has the potential to make a meaningful difference both within our club and across the wider community.
"We are particularly proud to become a champion of the ‘On Your Side’ toolkit and to work alongside The Royal Foundation to raise awareness of such an important issue. Through our matchday activation, regional events and wider club activity, we hope to encourage more conversations, reduce stigma and help people understand that they are not alone.
"We are also incredibly grateful to Blakely Clothing for their support in donating their front-of-shirt position to help shine a light on this campaign. Together, we can use the power and reach of football to encourage people to look out for one another and help ensure that anyone who is struggling knows support is available."
Karen Hodgson, associate director of The Royal Foundation, said: "We are proud to team up with Norwich City following the success of their globally recognised suicide prevention film and their pioneering work in raising awareness in this area. Football has a unique ability to bring people together and Norwich City’s commitment will enable more people to recognise when someone may be struggling, start a conversation and connect them to support. We hope this initiative inspires people across sport to join the growing movement behind ‘On Your Side’ and make suicide prevention part of their game plan."
Gareth Newman, CEO and founder of Blakely Clothing, said: "At Blakely we have always believed that being a lifestyle brand is about more than just the clothes we create. It’s about people, community and the positive impact we can have beyond our business. Mental health and suicide prevention are incredibly important issues, and we believe we all have a responsibility to look out for each other and help create an environment where nobody feels they have to struggle in silence.
"We are delighted to be able to donate the front of shirt position to support Norwich City's work within this space. We hope in doing so this will help start conversations, break down barriers or give someone the confidence to reach out for help.
"We remain incredibly proud of our partnership with Norwich City, and moments like this demonstrate what can be achieved when businesses, football clubs and communities come together for a cause that truly matters."
About The Royal Foundation:
The Prince and Princess of Wales and The Royal Foundation lead with the belief that change is always possible and are committed to building innovative, collaborative and optimistic solutions that deliver positive impact where it matters most.
Together, their Royal Highnesses and The Royal Foundation have an unparalleled ability to take a long-term view and unite people, ideas and resources; inspiring action to deliver meaningful change for a better future for individuals, communities, society and our planet.
For more information on The Royal Foundation and its programmes of work, please visit: https://royalfoundation.com/
About ‘On Your Side’:
‘On Your Side’ is The Royal Foundation’s first-of-its-kind toolkit to help organisations and individuals across sport build the knowledge, confidence and practical approaches needed to contribute meaningfully to suicide prevention.
Co-produced in partnership with the UK’s national standards body, the British Standards Institution (BSI) and mental health charity Chasing the Stigma, the toolkit has been designed to give people engaged in sport the confidence to spot warning signs, start conversations and connect individuals with support before a crisis occurs. It is available on Chasing the Stigma’s Hub of Hope, the UK’s largest mental health directory.
To download the ‘On Your Side’ toolkit, visit http://www.hubofhope/onyourside or to access further information and support, visit http://www.hubofhope.co.uk