In a powerful show of unity, darts prodigy Luke Littler and rugby legend Jonny Wilkinson have thrown their weight behind a bold new national campaign aimed at combating the growing issue of male loneliness among boys and young men. Titled Team Up: Because everyone deserves a team behind them, the initiative highlights how sport can create safe, supportive spaces where young males can connect, build friendships, and find belonging—critical elements in an era when isolation is increasingly affecting mental health.
The campaign, which launched today and runs through February 1, comes at a pivotal moment. Recent surveys reveal that one in four boys and young men aged 11 to 24 feel lonely sometimes, often, or always. Ministers have expressed deep concern that without positive outlets, these young men are more vulnerable to poor mental health, social withdrawal, and harmful influences lurking in the digital world. Sport, with its unique ability to foster teamwork, camaraderie, and shared purpose, is positioned as a lifeline.
Leading the charge are some of Britain’s most inspiring athletes. Alongside Littler, the teenage darts sensation who has captivated the nation, and Wilkinson, the 2003 World Cup-winning rugby star known for his mental resilience, stand cricket’s Jacob Bethell, darts world champion Luke Humphries, boxer Conor Benn, and Winter Olympian Dave Ryding. Major sporting bodies—including the Premier League, English Football League, Rugby Football League, England and Wales Cricket Board, Lawn Tennis Association, parkrun, and men’s health charity Movember—have all pledged support.
Jonny Wilkinson spoke candidly about his own experiences, emphasising that vulnerability is part of being human. “It’s definitely not wrong to feel isolated—to feel lonely, on your own, challenged, stressed, to feel all those kind of things. It sure can be tough, but it’s definitely not out of the ordinary,” he said. “I’m supporting this campaign because of the power of sport, the power of activity, of getting together with other like-minded people. The power of sharing, letting go, being able to experience that connection with people. Coming together through sport is a special thing and it can change lives.”
Jacob Bethell echoed that sentiment, crediting cricket with giving him a profound sense of belonging. “Cricket gave me a place to belong. Being part of a team teaches you that you matter, that your voice counts, and that you’re stronger together than on your own,” he said. “That’s why I’m supporting the Team Up campaign and would encourage anyone to get down to their local cricket club and find their team.”
Luke Humphries, fresh from his 2024 PDC World Championship victory, highlighted the communal spirit within darts. “I’ve seen first-hand how important connection and community are within darts. Whether you’re playing, watching, or supporting, feeling part of something can have a really positive effect on wellbeing.”
Conor Benn added a boxing perspective: “As boxers, we might be alone when we step into the ring—but none of us succeed without a whole team behind us outside it. Sport and the camaraderie built in the gym have the power to transform lives. They give young men a sense of purpose, build confidence and resilience, and offer them a place where they feel they belong.”
Dave Ryding, a four-time Winter Olympian, reflected on the lifelong bonds forged through sport. “Sport has always been my life, and a huge part of sport is the connection and communities you build along the way. You train alongside people who are all pushing to be the best they can be, and that builds a real sense of belonging.”
The campaign brings together a wealth of existing initiatives. Fans can join Arsenal’s matchday mental health drop-ins through the Together Against Suicide movement, benefit from the Rugby Football League’s PaCE programme that supports young players’ personal growth, or take part in the EFL’s Scan To Smile initiative designed to lift spirits during the winter months. Local clubs across football, rugby, tennis, cricket, and beyond are hosting events this week, with full details available on the dedicated Team Up website.
To make participation even easier, the Government has partnered with the fitness app Runna, offering a free trial with personalised training plans for runners of all levels—from complete beginners to seasoned athletes. This digital boost complements £400 million already committed to grassroots sports facilities and £500 million for youth centres under the new National Youth Strategy.
Culture Secretary Lisa Nandy, who spearheaded the effort after convening sports leaders last summer, stressed the urgency. “Too many of our young men are facing loneliness and struggle in silence, not sure where to turn. This has a serious impact on their mental health and on the communities we all share. By coming together we can use the power of sport to reach young men, hold on to them, provide them with positive activities and support them with their mental health. Through local clubs, programmes, and support networks, we can challenge the stigma and show young men that there is a whole community behind them.”
Sports Minister Stephanie Peacock added: “Every local team, club session and shared game can be an opportunity for young men to build connections and feel included. Initiatives like Team Up show how sport can create a welcoming environment where friendships take root, confidence grows, and nobody is left on the sidelines.”
Movember’s Director of Men’s Health, Tracy Herd, welcomed the focus on physical activity. “Tackling isolation and strengthening social connection is vital. Our Ahead of the Game programme uses sport to build confidence, wellbeing, and a sense of belonging among young men, and this week is a valuable opportunity to showcase how existing programmes can help reduce loneliness.”
The message is clear: no one has to face life’s challenges alone. Whether it’s joining a local club, signing up for a parkrun, or simply showing up to watch a match with mates, Team Up reminds us that sport isn’t just about winning—it’s about belonging. As Wilkinson put it, coming together through sport really can change lives. This week, thousands of young men across the UK have the chance to find their team—and discover that behind every individual is a whole community ready to support them.
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