Millwall Football Club Launches Fan Wellbeing Initiative with Shoorah Partnership
London, UK - Millwall Football Club has announced a new partnership with wellbeing platform Shoorah to provide accessible mental health support for its registered fans nationwide. The initiative aims to leverage technology to expand the club’s existing community outreach and offer a complete resource for fans’ mental, physical, and emotional wellbeing.
The collaboration comes as sports organizations increasingly recognize the importance of prioritizing the mental health of their supporters. Millwall’s Community Trust already delivers local support sessions alongside mental health charities, but this partnership extends that reach, offering free access to Shoorah’s platform irrespective of a fan’s location.
“From our first conversations with the team at Shoorah, their passion for supporting mental health was immediately obvious, and providing accessible and innovative solutions is at the heart of that,” said luke Wilson, Chief Commercial Officer at Millwall football Club. “Our Community Trust already run sessions in our local community,to help support those in need,alongside mental health charities.But being able to use technology to go a step further,providing free support for all our registered fans no matter where they are in the country,felt like something innovative we could do to help signpost issues and make a tangible difference to many more lives.”
Shoorah’s platform boasts over 60 interconnected features designed to address various aspects of wellbeing. “We built Shoorah from our own journeys from pain, persistence and a belief that wellbeing should be accessible to everyone, everywhere,” explained Lorri haines, Co-Founder at Shoorah. “Our clinical and creative teams have worked to design something that meets peopel where they are. With over 60 interconnected features across mental, physical, and emotional health, Shoorah does have something for everyone. This partnership with Millwall represents exactly what we stand for, real wellbeing, for real people, made simple.”
The partnership underscores a growing trend within the sports industry to actively support the holistic health of its fanbase, recognizing the significant role clubs can play in fostering positive wellbeing.