London Pride and Brave Mind Launch 'Side-by-Side' Video Series to Tackle Mental Health Conversations in Rugby

London, UK – 15th June – Fullers London Pride has launched “Side-by-Side”, a powerful new video series created in partnership with mental health charity Brave Mind and introduced by former England international Joe Marler, designed to encourage more open conversations about mental health across the rugby community.

Part of the brand’s ongoing Moments of Pride campaign, Side-by-Side is built on a simple but effective insight: talking about mental health face-to-face can often feel difficult - but sitting side by side can make it easier.

Research shows that removing the intensity of direct, face-to-face interaction can help people feel more comfortable opening up. Side by Side brings this insight to life by placing members of the rugby community - from players and coaches to parents and volunteers - alongside one another to spark meaningful, honest dialogue.

Filmed at Barnes Rugby Club, the series captures authentic conversations around mental health in the surrounds of a busy rugby community, breaking down barriers and helping normalise discussions that are too often avoided, even in an environment where bonds are built through shared endeavours on the pitch.

The Side-by-Side series builds on the ongoing partnership between London Pride and Brave Mind, which began in 2022. Rooted in a shared commitment to improving mental wellbeing, the partnership focuses on supporting the rugby community by championing mental wellbeing across the rugby community, funding training and support for players, coaches and volunteers.

With a long-standing heritage in rugby - from grassroots clubs to the elite game - London Pride is uniquely positioned to engage communities across the sport. Through this partnership, the brand is aiming to help create safe, supportive environments where conversations about mental health can happen more naturally.

Brave Mind works by embedding mental health support within the everyday spaces people already trust - including sports clubs, pitches and community environments. By integrating these conversations into the fabric of rugby culture, the charity helps to remove stigma and build stronger, more resilient sporting communities.

Simon Trower, Founder of Brave Mind said:

“Too often, people struggle in silence because starting a conversation about mental health can feel overwhelming. What ‘Side-by-Side’ shows is that it doesn’t have to be complicated - sometimes it’s as simple as sitting next to someone and talking. By bringing these conversations into rugby clubs and familiar environments, we can help normalise them and ensure that more people feel able to open up and seek support.”

The launch of Side-by-Side comes at a key moment for London Pride’s partnership with PREM Rugby, with the upcoming Gallagher Premiership Final following a season in which London Pride has expanded its presence across fixtures nationwide, with the London Pride Bus immersive matchday experience designed to bring fans closer to the game and each other.

At the heart of the collaboration with Prem Rugby is the Moments of Pride series, celebrating the triumphs, rivalries and community spirit that define rugby culture. From pre-match anticipation to post-match celebration, London Pride is an integral part of the fan ritual —helping create environments where connections are built and stories are shared.

Rob Hobart, Asahi UK Marketing Director said:

“Whether it’s the spirited celebration of rugby through our Premiership Rugby partnership or our long-term support for mental health through Brave Mind, every investment we make is about creating meaningful, sustainable connections that fans and communities can truly be proud of.”

Notes to Editors

For further information and images please contact: communications@asahibeer.co.uk

About Asahi UK

Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale, and cider brands, which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards. The Woking-based business is focused on developing quality, super-premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.

About Brave Mind

Brave Mind is a charity that uses sport to support people’s mental health. They meet people where they are – on the pitch, in clubs and in their communities bring mental health support into familiar trusted spaces. Find out more about their work here: https://www.bravemind.co.uk/who-we-are

For more information:

communications@asahibeer.co.uk

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