Why the World Cup is the UK’s biggest opportunity to check in on the 1 in 4 people who feel they have no one to turn to
New CALM research highlights “World Cup Effect”, with almost a third of Brits (30%) finding it easier to start difficult conversations with mates around mental health and suicide during the tournament
Almost half the nation (44%) reports a greater sense of belonging during the World Cup, rising to 64% for those active in local sports communities
The impact is even stronger on the pitch; 59% of sports club members who have experienced suicidal thoughts say their club helped reduce them
Despite 72% of respondents stating they would do anything to save a friend’s life, only around 1 in 6 (17%) currently have the confidence to ask a mate if they are feeling suicidal
With UK suicide rates at a 25-year high and 1 in 4 people experiencing suicidal thoughts in their lifetime, CALM is urging fans to support their mates over the course of the tournament
The charity has launched a digital Conversation Coach as part of their Support Your Mates campaign, giving fans the practical language and confidence needed to handle life-saving conversations.
Campaign assets can be downloaded here.
London, 9th June 2026 — New research from suicide prevention charity Campaign Against Living Miserably (CALM) reveals the life-saving potential of the 2026 FIFA World Cup.
The research highlights a clear "World Cup effect", with almost a third of Brits (30%) finding it easier to initiate difficult conversations during the tournament, and over two in five (44%) experiencing a greater sense of belonging as a result. For those involved in grassroots sports clubs, this impact is even more profound: 52% find it easier to open up to teammates, and 66% feel a heightened sense of community.
However, despite this willingness to connect, fear remains the biggest obstacle. While 72% of respondents say they would do anything to save a friend, only around 1 in 6 (17%) people feel ready to ask "are you thinking about suicide?", with over a third of people (35%) worrying that asking the question will make things worse.
Suicide rates in the UK are currently at a 25-year high1, with 25% of people in the UK experiencing suicidal thoughts in their lifetime2. CALM is urging the nation to use the tournament to check in on the 1 in 4 people who currently feel they have nowhere to turn when it comes to their mental health struggles.
The suicide-prevention charity has launched the interactive Conversation Coach as part of their Support Your Mates campaign, providing fans with the confidence to navigate these conversations and offering clear examples of what to say when a mate opens up.
Simon Gunning, CEO of Campaign Against Living Miserably (CALM), said: “It’s no surprise that the World Cup has a super power when it comes to being there for your mates. Football is more than a game for so many of us - and that’s in no small part down to the communities that exist around it. The people we celebrate and commiserate with.
Our research shows that this provides us with a unique opportunity to connect, so we're encouraging fans to not only support their teams but also their mates this summer. A small conversation on matchday could be life-saving”.
The data reinforces the critical role of social sports clubs: 82% of grassroots players who have experienced suicidal thoughts say their club helped reduce them, while 70% credit their club with having a positive impact on their mental health.
Local football teammates Kamil and Patrick are part of the Support Your Mates campaign. Kamil is one of the 1 in 4 people in the UK to have experienced suicidal thoughts - a struggle he initially faced alone. Joining a local club changed everything; seeing his teammates thrive gave him hope, while a shared vulnerability with fellow goalkeeper Patrick created a unique bond. Realising they both shared mental health struggles allowed Patrick to reach in and support Kamil through his darkest moments.
They were joined by sports presenter Adam Smith (Smithy) to explore the life-saving power of a conversation:
“Kamil and Patrick are an example to all of us, and I personally learnt a lot from them. Football is something that unites so many of us, but it’s also a way into more important conversations. People want to open up and lean on their mates, but for some reason we feel like we need permission to do that. It’s on all of us to learn how to reach in, and not just wait for people to reach out. Have a look at the Conversation Coach so the next time you’re at a game or the pub, you can ask someone how they’re doing - and know what to say if they do decide to open up.”
The Conversation Coach is available at the calmzone.net, along with CALM’s life-saving suicide prevention helpline and online mental health resources, which are available for anyone who needs them.
ENDS
Notes to editors
All figures, unless noted, are from Censuswide. The research was conducted by Censuswide, among a sample of 2,502 respondents, 2,001 UK Natrep (18+) plus a boost of 501 club members. The data was collected between 28.05.2026 – 06.05.2026. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
External data
1 Office for National Statistics, Suicides in England and Wales: 2023 registrations
2 Adult Psychiatric Morbidity Survey: Survey of Mental Health and Wellbeing, England, 2023/4
About Campaign Against Living Miserably (CALM):
Campaign Against Living Miserably (CALM) is a suicide prevention charity fighting to reduce the devastating impact of suicide in the UK. They run a life-saving helpline for anyone affected by suicide or suicidal thoughts. It’s free, anonymous and open from 5 pm to midnight every day.
Their website has loads of tools and resources packed with practical, non-clinical advice to make talking and managing mental health easier.
CALM also run vital campaigns to increase awareness, smash stereotypes, and change the culture around mental health and suicide.
