Emirates donates FA Cup final sponsorship to charity Heads Up

12 Jun 2020

By: Sport Industry Group

This year’s FA Cup Final will be renamed in honour of the charity Heads Up, with Lead Partner Emirates donating its title sponsorship to the campaign.

The event, currently scheduled to take place on Saturday 1st August 2020, will be known as The Heads Up FA Cup Final, in a tribute to the mental health campaign spearheaded by Prince William.

The season-long Heads Up campaign was launched at the FA Community Shield and has been visible across all levels of football in England throughout the course of the 2019/20 season. 

“After several difficult months for many throughout the country, mental health wellbeing is more important than ever,” said Mark Bullingham, CEO, The FA.

“We are delighted that, thanks to the support of Emirates, we are able to dedicate The FA’s showpiece fixture in the men’s football calendar to Heads Up.  

“I would also like to thank the BBC and BT Sport for their support for the campaign, as they share our passion to combat this important issue. Together we will encourage people to talk about mental health, striving to remove the stigma that exists around it. The Duke of Cambridge has always wanted to start the biggest ever conversation on mental health. Renaming the FA Cup in this way, with millions around the world watching, is our way to help stimulate this discussion.”

Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline and Group, added: “Emirates has a longstanding partnership with The FA and the utmost respect for The Duke of Cambridge and his mission to destigmatise mental health through the Heads Up campaign. 

“We are happy and honoured to donate our use of the FA Cup title, and use this platform to raise awareness for such an important cause. With the challenges that the world is facing this year, it’s more relevant than ever for us to use our global reach to inform and unite people around mental wellbeing.”  

The Heads Up campaign aims to use football to raise awareness, spark conversation and signpost support for those in need, highlighting that mental health is just as important as physical health.