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More Than A Game

CALM and Carling have teamed up to shine a light on the ordinary people doing incredible things. The ones who show that football is more than a game. Who remind us of the power football can have to bring communities together and build bonds.

With the help of Ashley Cole we’re going to tell the tales of the people who have gone above and beyond – up and down the country, on and off the pitch. The captains, right backs and gaffers who are more than a player. The ones at the heart of their club and their community, using their passion to make a real, life-changing difference. 

And here’s East End Phoenix, an LGBTQ+ friendly football club in East London…

East End Phoenix

SIGN UP: To make your team a Caring United club

Football has always been a massive thing for us – because it’s about being part of something. A reason to get together, do what you love and feel better for it. And we want to make sure that after the final whistle goes we’re all there for each other too.

We wanted to find the teams that are making a difference up and down the UK and recognise the great work they do. Because these sides are more than a team. These sides are part of Caring United.

And we want YOUR team to become part of it – that’s why we asked you to apply to be a Caring United Club. Whether you’re a 5-aside-team putting a shift in on a Tuesday or a Sunday league team playing every weekend, tell us why your team should be part of Caring United. The winners will be announced soon…






Successful applicants will get*:

  • Mental Health First Aid training for two players from your team.
  • Home and away Caring United Umbro Match Kits for your team
  • Training jackets
  • That’s not all. You’ll also get: match balls, training balls, holdalls, training bibs, hats, snoods, gloves (basically you just need players and we’ll give you the rest).

You’ll also get support to build a club that sticks together in the good and bad times. Because when we say More Than A Team, we really mean it.


Meet the teams

Watch the films below to meet some of our Caring United teams – Denny Warriors, a football club formed to help men tackle obesity and mental health issues, and Brunsmeer Awareness in Sheffield putting mental health at the heart of what they do.

Denny Warriors

Brunsmeer Awareness

Ashley's story

Match of the Dads

*T&Cs: Open to Grass Roots Football Clubs in the UK (aged 25 and over). Applications close on 17.12.2021. 15 teams to be selected. Caring United package includes: Home and Away Caring United Kits (x17), Training Jackets (x17), Equipment Bundle, Mental Health First Aid Training for 2 team members. Successful teams will be contacted via email by 31.01.2022. Full T&Cs apply


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