Movember x England Rugby League Ashes Series

Movember joined forces with the England Rugby League team as Official Mental Fitness Partner of the 2025 Ashes Series, using this as a platform to boost awareness, raise funds and embed their Ahead of the Game programme across the England Rugby League pathway.

From the pitch to the people, purpose-led activations reaching millions across BBC1, stadiums, and social.

The Brief

Movember has a long history working with sporting organisations, leagues, pro-teams, players, and grassroots community clubs to raise awareness and funds for men’s health.

No where is this stronger than Movember’s relationship with rugby league – going beyond raising awareness and funds, to establish strategic alignment and an effective partnership that improve the mental health young people their Ahead of the Game (MATOG) programme.

However, we want to use a major sporting event to raise awareness, drive fundraising and educate a wider audience about the reach, impact and outcomes of MAOTG its partnerships.

The Solution

Australia, the world’s best rugby league nation, were touring England for the first time in 22 years with the return of the Ashes Series. The timing of the three matches couldn’t have been better, running three consecutive Saturdays from the 25th October and 8th November 2025, coinciding with Movember’s biggest fund-raising month, with all games televised live on BBC1. This provided a perfect opportunity to raise awareness of Movember and showcase the Ahead of the Game programme.

We negotiated an extensive package of rights including.

Perimeter advertising promoting sign-ups to Movember.com
Principal sponsor of the “Ashes Podcast in association with Movember”
In stadia big screen TV advertising
Match Day activations including
- “Mo Cam” activations at all three matches.
- “Moment Against Silence”, immediately pre-kick off.
- Movember branded warm up t-shirts worn by England Men’s Team
- Movember moustache banner pre-game on the halfway line.
Social media posts and an email marketing campaign to promoted sign-ups by fund raisers to Movember.com
Content with England Men’s Team participating in a “Movember Ahead of the Game” session