Adam Hills and George Williams join more forces with UK clubs to shine a spotlight on youth mental health through sport...
Movember became the Official Mental Fitness Partner of the England Rugby League team back in July - an inspiring and timely partnership ahead of the ABK Beer Rugby League Ashes Series.
This period marks a pivotal time of year for Movember, when awareness and fundraising efforts are at their peak. And this year, Movember is putting youth mental health centre stage, as its annual celebrity photoshoot returns with a powerful new focus and a rallying call to change the lives of young people across the country.
Sport has long been a source of belonging, confidence and community for millions of young people. But at a time when mental health challenges among boys and young men are rising, those same environments now have a critical role to play. Movember's 2025 campaign calls on sports fans to grow moustaches to help fund vital mental health programs that uses sports clubs and communities to build mental resilience in young people.
The campaign highlights Movember Ahead of the Game, the charity’s groundbreaking early-intervention programme delivered through sport. It helps young players learn how to look after their mental wellbeing, speak up when times are tough and support their teammates. With half of all mental health conditions beginning by age 14, and three quarters by 24, early support has never been more urgent.
This year’s photography spans Premier League stadiums, training grounds and community spaces, capturing the connection between young people, sport and the places that shape them.
RFL President Adam Hills and England Rugby League captain George Williams were among the celebrities taking part in the campaign, as they were photographed at the Halliwell Jones Stadium, home of Warrington Wolves.
Others celebrity names included; David Seaman, Joel Corry, Pete Tong and Perry Groves at Arsenal’s Emirates Stadium, Tony Bellew and Ian Snodin at Everton’s new Hill Dickinson Stadium, Jason Isaacs wearing his Liverpool shirt in a local park, Rob Aramayo and Leeds legend Tony Dorigo at Elland Road and Danny Aarons at Tottenham Hotspur Training Ground.
Movember Ahead of the Game is a proven early-intervention programme built on global mental health expertise. Delivered through interactive workshops for players, coaches and parents, it teaches young people how to recognise challenges earlier, respond with confidence and build long-term resilience. The programme has already reached more than 41,000 young people, parents and coaches across the UK, with outstanding engagement and feedback from clubs and communities.
Tracy Herd, Director of Men’s Health at Movember, said: "This campaign is about changing the game for young people. Sport brings people together in a way few things can, and we want to harness that power to build lifelong mental fitness. Ahead of the Game gives young people the confidence to talk, the resilience to cope and the skills to support their mates. With the backing of familiar faces and sporting communities, we can reach even more families, clubs and teams across the country."
Adam Hills said: "Sport gives you community, purpose and belonging, but it can also pile on pressure if we do not talk about mental health openly. Young people deserve coaches and teammates who know how to listen as well as push them to improve. Ahead of the Game is helping clubs become places where kids feel stronger, supported and understood. That is real teamwork."
George Williams also said: "I know how heavy the pressure can feel for young athletes. If they do not learn how to deal with that early, it can overwhelm them. We need to make talking about mental health as normal as talking about tactics. Ahead of the Game is doing exactly that and I am backing it all the way."
Movember is now significantly scaling up its impact. Over the next three years, it will work with 50 delivery partners across football, rugby league, cricket, boxing, athletics and more, reaching an estimated 100,000 young people, parents and coaches and helping to build mentally fit clubs and communities nationwide.
Movember is also deepening its role across sport as the Official Mental Fitness Partner of the World Boxing Championships 2025 and the Rugby League Ashes, and as the Official Hosting and Charity Partner for the Global Alliance for Mental Health and Sport Conference at London Stadium this November.
Grow a moustache. Raise funds. Save lives. Sign up or donate today here.
