Maidenhead United’s award-winning partnership with suicide prevention charity Campaign Against Living Miserably (CALM) took centre stage in an alternative sporting setting last week as the club hosted a successful charity golf day at Castle Royle.
With football briefly taking a back seat, more than 65 players, including club staff, volunteers, supporters, and business partners, came together on Thursday, 2nd July to raise over £5000 in support of the club’s headline charity. The day combined friendly competition with fundraising activities, featuring a team tournament, a chipping clinic led by club professional Aston Goulding, a BBQ, and a lively raffle and auction.
CALM remains deeply embedded in the fabric of Maidenhead United, with its name proudly displayed on the front of every club shirt worn by thousands of young players across the Juniors, academy, men and women’s senior and walking football teams. This visibility is made possible through a unique sponsorship model, where a collective of local businesses support CALM as official partners, ensuring the charity benefits from widespread exposure while staying at the heart of the club.
Through our partnership with CALM, we regularly deliver local activations that help raise awareness of mental health and encourage people to seek support. CALM recently shared that downloads of their new mental health CALMzone app in Maidenhead and the surrounding area were higher than the national average following its launch. It's incredibly encouraging to know that the work we're doing locally is making a positive difference within our community. None of this would be possible without the support of the businesses that back our innovative front-of-shirt partnership.
Maidenhead United’s Commercial Director, Sian Lancaster, praised the continued support from the local community and business network:
“We are a community club with real ambition, not just for success on the pitch, but for the difference we can make off it. It was fantastic to see so many supporters and local businesses come together for such a great cause. Without their support, what we do for CALM simply wouldn’t be possible.
“Thanks to the incredible generosity of everyone who supported the event, we are delighted to share that together we raised an amazing £5,140 for Campaign Against Living Miserably (CALM).
“That's enough to help fund more than 420 potentially life-saving calls to CALM's helpline. Every one of those calls could mean someone in crisis has a compassionate person to listen, offer support and, ultimately, give them a reason to stay. Every pound raised helps CALM continue its mission to help people end their misery, not their lives.
“It’s incredibly rewarding to see both CALM and our partner businesses gain so much from this initiative. We still have opportunities available for those who want to get involved next season.”
To find out more about partnership opportunities, contact sian@maidenheadunitedfc.org.
WITH THANKS TO OUR 25/26 CALM PARTNERS:
WITH SPECIAL THANKS TO:
BWH Drinks - donating prizes for winning team and putting pin ball competition
Green Swing - donating the 'golf essential' items
Golf Performance Studio - Aston Goulding – running the bunker and chipping clinic
K&S Signs - donating the Tee box signs
O’Brien Real Estate - donating the golf shoe bags
Printique - Golf map
THANK YOU TO OUR AUCTION AND RAFFLE CONTRIBUTORS:
Peter Griffin
Aston Goulding
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