Prominent sporting figures including Luke Littler and Jonny Wilkinson are lending their support to a significant new Government initiative aimed at addressing the growing issue of male loneliness across the United Kingdom.
Team Up Campaign Launches Nationwide
The Department for Culture, Media and Sport has unveiled its Team Up campaign, which will run for one week from January 26th until February 2nd, 2026. This coordinated effort will see sports clubs throughout the country hosting special events designed to highlight how sporting activities can provide crucial support for boys and young men struggling with isolation.
Sporting Icons Rally Behind Mental Health Initiative
Alongside darts sensation Luke Littler and rugby legend Jonny Wilkinson, the campaign has garnered backing from other notable athletes including world champion darts player Luke Humphries and England cricketer Jacob Bethell. These high-profile endorsements aim to amplify the campaign's message and reach vulnerable young men who might otherwise remain isolated.
Major sporting bodies including the Premier League, the English Football League, and the Rugby Football League have pledged their support to the initiative, creating a powerful coalition across different sporting disciplines.
The Transformative Power of Sport
Jonny Wilkinson, England's World Cup-winning fly-half, spoke passionately about why he chose to support the campaign. "It's definitely not wrong to feel isolated – to feel lonely, on your own, challenged, stressed, to feel all those kind of things," said the 46-year-old former rugby union international. "It sure can be tough but it's definitely not out of the ordinary."
Wilkinson emphasised the unique capacity of sport to foster human connection: "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."
Alarming Statistics Prompt Government Action
The campaign launch follows concerning research from Sport England revealing that one in four boys and young men experience feelings of loneliness at least sometimes. Government ministers have expressed particular concern that young men without access to positive social spaces are increasingly vulnerable to isolation, deteriorating mental health, and negative influences from online environments.
This initiative forms part of a broader Government strategy to support young people. In December 2025, ministers announced a comprehensive 10-year youth plan backed by £500 million in investment to revitalise youth services across the country.
Breaking Down Stigma Through Community Sport
Culture Secretary Lisa Nandy highlighted how sport can play a transformative role in challenging societal attitudes toward male mental health. "Too many of our young men are facing loneliness and struggle in silence, not sure where to turn," she stated. "This has a serious impact on their mental health and on the communities we all share."
Nandy continued: "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."
Personal Testimonies From Young Athletes
England cricketer Jacob Bethell, aged 22, shared his personal experience of how team sports provided him with a vital sense of belonging. "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 explained.
Bethell added: "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."
The campaign represents a significant cross-sector collaboration between Government, sporting bodies, and high-profile athletes to address what many are calling a silent epidemic affecting the wellbeing of young men throughout the nation.
