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Millwall FC partnership commended at Business Charity Awards

Press Release   •   May 14, 2014 13:00 BST

The commendation, at the event at Grosvenor House Hotel in London, came at the end of a hugely successful season in which the charity and the Championship club have worked closely on and off the pitch.
Andy Ambler, Chief Executive at Millwall FC, commented: “A motto that we have adopted at our club is ‘Football is the answer, not the problem.’
“There is so much that we do, and can do more of, which enables Millwall to be a force for good. We are a family club, and like every family we know many close to us who have suffered the effects of cancer.
”If displaying the Prostate Cancer UK logo on our shirt and providing regular information in our publications and around our ground helps saves lives, we will have achieved something even greater than three points on a Saturday afternoon.”

The partnership between Prostate Cancer UK and Millwall was born in June 2013, when the Lions approached the charity following a recommendation by The Football League.

As part of the deal, the Prostate Cancer UK logo has appeared on the front of the Championship club’s first team kit throughout the 2013/14 season. In addition the charity benefitted from in-stadium advertising, regular matchday programme features and a joint fundraising programme. Millwall FC also waived all commercial fees, making the sponsorship free for the charity.

The two parties have worked closely together during the season-long partnership with a plethora of activities enabling supporters, local residents and the football family to become more aware of the most common cancer in men.

A five-minute minute feature on BBC1 on The Football Show featuring Millwall’s support for men’s health proved a powerful vehicle, while the club raised money and awareness with their ‘Heroes In White day in November which saw the Lions given special dispensation by The Football League to wear their away strip in support of Prostate Cancer UK. Hundreds of specially commissioned t-shirts commemorating the event were sold with all profits going to the charity. Throughout November, £5 from every away shirt sold was donated to them, also.

The Den hosted a recent match between a Men United Allstars squad and a Parliamentarian XI, which further spread the word, and there was a recent legends fixture that raised a four-figure sum. What’s more, Nicola Robinson, wife of Lions skipper Paul Robinson, was so inspired by the partnership between the two organisations that she completed the recent Virgin Money London Marathon in aid of Prostate Cancer UK.

Of equal importance, the partnership has already led to a host supporters coming forward to share their stories of their battles with the disease. Personal stories – like the tragic yet inspiring tale of Lions fan Brian Kilgannon - are one of the most powerful ways to raise awareness and are highly effective at generating media coverage. Many others at risk of the disease are now taking heed of the message and visiting their GPs.
Mark Bishop, Director of Fundraising at Prostate Cancer UK, said: "A wonderful year partnering an amazing football club came to a conclusion with the club completing their Great Escape – and the fact we will continue to be associated with Millwall beyond the summer speaks volumes.
“Football is vital to us as a charity because it reaches thousands of men of all backgrounds who are unreachable by conventional health messages. Already we have made great leaps ahead in getting the urgent message out to Millwall fans about prostate cancer and we look forward to that positive progress continuing.

“Our message is simple. Regardless of the team you support, we can all wear the shirt of men’s health and come together in opposition against the team we need to beat.”

-ENDS-

For more information, please contact Gary Haines, Sports PR Manager at Prostate Cancer UK, on 020 3310 7079 or at Gary.Haines@prostatecanceruk.org

Notes to Editors: 

About the partnership:

The partnership between Prostate Cancer UK and Millwall was born in June 2013, when the Lions approached the charity following a recommendation by The Football League.

As part of the deal, the Prostate Cancer UK logo appeared on the front of the Championship club’s first team kits throughout the 2013/14 season. The charity benefitted from in-stadium advertising, regular matchday programme features and a joint fundraising programme. Millwall FC also waived all commercial fees, making the sponsorship free for the charity.

The partnership has led to a host supporters coming forward to share their stories of their battles with the disease. Personal stories – like the tragic yet inspiring tale of Lions fan Brian Kilgannon – have proved powerful ways to raise awareness and generate media coverage.

About Prostate Cancer UK:

Prostate cancer is the most common cancer diagnosed in men in the UK. Every year in the UK over 40,000 men are diagnosed with prostate cancer. One man dies every hour from prostate cancer. 250,000 UK men are currently living with the disease. 1 in 8 men will get prostate cancer in the UK. One in four Black men will develop prostate cancer at some point in their lives.
If you have concerns about prostate cancer please call Prostate Cancer UK's confidential Helpline on 0800 074 8383 or visit www.prostatecanceruk.org. The helpline is free to landlines, staffed by specialist nurses, and open from 9am to 6pm Monday to Friday with late opening until 8pm on Wednesdays.

Men United – The Facts:

Men United v Prostate Cancer is Prostate Cancer UK’s latest campaign, calling for men to join together in a movement against the common enemy of prostate cancer. The aim is to build a united front of men against this disease. We want to get the message out about one of the UK’s biggest man killers, support men affected by it, and intensify the search for more reliable tests and treatments for the future.
Men are being asked to sign for Men United by visiting www.prostatecanceruk.org/menunited where they can also test their health knowledge by taking a quick quiz.
The core audience is men over 45 who urgently need to know about this disease, and to do something about it. Men United is not exclusively for men. This is a movement for men, but women will be critical supporters and activists within it. But, the core idea is that men are very consciously facing their health and banding together to right a wrong. Whether they’ve been diagnosed or are simply concerned about prostate cancer, men can find out about the disease at www.prostatecanceruk.org