Maidenhead United have revealed that their new front of shirt sponsor is to be The Campaign Against Living Miserably (CALM)- and will be worn by every team representing the club for the first time ever.

The Club’s partnership with CALM will see the charity featured not just on the men’s first team kit but also on every team representing Maidenhead United, including the Women’s, Academy, U16, Futsal, Walking Football, and all levels of youth football.

The partnership is the result of a creative commercial deal between the club and eleven local businesses who have come together to fund CALM’s front of shirt sponsorship in a first for the Vanarama National League.

In addition to the logo appearing on all of the shirts, the club and its 11 CALM partners will work closely with CALM throughout the season to activate campaigns in support of their work in taking a stand against suicide.

Slough Observer:

Maidenhead United Chief Executive Officer, Jon Adams, commented:“Our key objective is to make a positive difference to all members of our community and our partnership with CALM will allow us to connect those who are in need of support with the right resources to help them overcome whatever challenges they may be facing.”

Simon Gunning, Chief Executive Officer at CALM added: "We’re absolutely delighted that Maidenhead United FC has chosen to partner with CALM for the coming season and would like to thank the club and the local businesses who are funding our shirt sponsorship for making this a reality. 


The club plays an important role in the community, and by coming together and shining a light on mental health and suicide we can genuinely help save lives.”