Maidenhead United Football Club is proud to confirm that our partnership with Campaign Against Living Miserably (CALM) will continue for the 2026/27 season.
The renewal will see CALM remain as the club’s front-of-shirt partner for a fourth consecutive season, continuing a powerful relationship which first began at the start of the 2023/24 campaign. Since then, the CALM logo has been proudly displayed across all Maidenhead United shirts including men’s, women’s, junior, futsal, academy and walking football, helping to keep an important mental health message visible throughout the club and wider community.
Campaign Against Living Miserably is a suicide prevention charity working to reduce the devastating impact of suicide in the UK. CALM provides life-saving services, information and advice for anyone struggling with life, as well as those affected by suicide or suicidal thoughts.
The partnership has become a central part of Maidenhead United’s work off the pitch, using football as a platform to raise awareness, encourage conversations and remind people that support is available.
During the 2025/26 season, the club continued to build on the partnership through a number of fundraising and awareness-led initiatives, including its CALM Charity Golf Day and Retro Day at York Road, raising thousands for the life-saving charity. Maidenhead United also supported the launch of the CALMzone app, leading to higher-than-average downloads in the East Berkshire area compared to the rest of the country.
The continued partnership has once again been made possible thanks to the support of the club’s CALM Partners, a group of businesses who come together to allow CALM’s message to remain at the forefront of Maidenhead United.
Simon Gunning, Chief Executive Officer of CALM, said: “I think the fact that the partnership has lasted this long shows very clearly that not only Maidenhead United has taken suicide prevention and calm to its heart, but clearly the business community and the supporter base around Maidenhead has done the same.
“It really is new ground for us where we can communicate with people over a long period of time and really create a community around suicide prevention and our key messaging.
“The partnership has developed brilliantly over the past three years. As we went into season two, season three and now season four, I think we can see that not only Maidenhead United and the business partners are embracing it, but also the supporters and the wider community around Maidenhead are supporting this partnership and the community that it brings.”
Sian Lancaster, Commercial Director at Maidenhead United, said: “We are incredibly proud to be continuing our partnership with CALM for a fourth season.
“This partnership has become such an important part of who we are as a football club. It allows us to use our platform to raise awareness, start conversations and remind people across our community that help is available and that nobody should feel they have to struggle alone.
“Over the past season, we have seen the partnership continue to grow through events such as our Charity Golf Day and Retro Day at York Road, both of which helped raise funds and awareness for CALM.
“We are hugely grateful to our CALM Partners, whose support makes this possible. Their commitment ensures that CALM’s message remains front and centre on our shirts, around York Road and across the wider Maidenhead United family.”
Further details about Maidenhead United’s 2026/27 CALM Partners will be shared tomorrow (Wednesday, 29th July).
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