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Our Partners

Our Current Partnerships

Click the bars below to learn more about our amazing partners. 

Moto in the Community

We have been Moto in the Community Trust’s National Charity Partner since 2012. Moto in the Community (MITC) is a grant-making charity, supporting local groups and causes, which aims to make a difference to communities around the UK. MITC chose us as their national charity partner to help make a difference to a wider community audience, while supporting a cause that resonates with their customers and staff.

Find out more about our incredible partnership here.


Cotton Traders

Cotton Traders has been raising funds since 2011 through donating 10% of the sales from its co-branded Help for Heroes clothing range, which includes t-shirts, shirts, polo shirts, jackets, socks, handkerchiefs and tea towels.

The company has also piloted the option of adding a £1 donation at checkout for online orders, which has proved very popular with its customers and raised over £62,000 to date.

Staff at Cotton Traders have had huge success with their fundraising, from the annual golf day, which has raised £104,000 to date, and retail fashion shows to bike rides, cake sales, marathons and more.

Cotton Traders has raised over £1 million for wounded veterans and their families. The £1 million milestone was celebrated during the 2018 Cotton Traders Golf Day with a cheque presentation to Help for Heroes ambassador, Bernie Broad.

Bernie said “since partnering with Help for Heroes in 2011, Cotton Traders has worked tirelessly to support our cause and we are truly humbled by this incredible donation. From the sales of merchandise to fundraiser events, they’re always looking for ways in which they can help us and raise funds. Each and every donation helps those lives have been affected by their service, and their families, to live independent and fulfilling lives.”

Deep Blue and Harry Ramsden's

Deep Blue and Harry Ramsden’s, Britain’s favourite fish and chip brands, have joined forces with us in support of wounded veterans and their families.

Did you know that fish and chips and the British Armed Forces have a history going back to World War II? During the war, fish and chips was one of the few meals not to be rationed; British ministers thought because the dish was an integral part of the nation’s culture, rationing would affect morale. During the D-Day landings, our soldiers even identified each other by calling ‘fish’ and waiting to hear ‘chips’.

Our partnership will aim to raise £50,000, helping wounded veterans to live a life beyond injury.

Robinsons Brewery

British rock legends Iron Maiden and independent family brewers Robinsons have created Light Brigade, a unique golden English ale in support of the thousands of servicemen and women who live with complex wounds and injuries – both physical and mental – and are looking to regain their purpose in life. 

We met with Robinsons in the summer of 2017 to explore the possibility of launching a beer. Robinsons and Iron Maiden, who jointly launched Trooper Beer almost five years ago and which has now sold over 20 million pints worldwide, were immediately enthusiastic about the idea. Indeed, the origin of Trooper's name, which comes from the classic Iron Maiden song, ‘The Trooper’, based on the Battle of Balaclava of 1854 in the Crimean War, reflects the band’s well-known interest in history.

As ever with the Trooper range of beers, Robinsons’ Head Brewer, Martyn Weeks, and Iron Maiden lead vocalist and ale aficionado, Bruce Dickinson, teamed up to create the new and original beer, with the final tasting and approval taking place at our Tedworth House Recovery Centre in Wiltshire, last Autumn.

Bruce Dickinson said “we hope that beer, music and history fans alike will enjoy Light Brigade and will simultaneously raise a glass or two to our Veterans. I am incredibly proud of our association with Help for Heroes and of the new beer we have developed for them with Robinsons. I have been an instructor on several of British Airways’ flight simulator ‘Flying Heroes’ days for Help for Heroes veterans, so I know the Charity and the work that they do well." 

Martyn Weeks said “Bruce and I were recently invited to visit Help for Heroes in Wiltshire, where we had a tour of the incredible recovery facilities there and met some of the veterans. We were both hugely impressed with the work they are doing and launching a new beer in support of this Charity is, we believe, a great way to raise money and awareness for this very worthy cause."

Robinsons has been organising charity events across their pub estate including taking part in our Big Battlefield Bike Ride, holding raffles and hosting tasting events at their brewery.

Light Brigade, with a 4.1% ABV, will also be produced on a long-term basis, differentiating it from the other limited edition Trooper beers. Light Brigade’s original bottle label features Iron Maiden's iconic mascot Eddie on horseback in one of the uniforms of the Light Brigade.

On the new collaboration, Oliver Robinson, Robinsons’ Managing Director (beer division), said “with 5p of each bottle sold and 6p in every pint being donated directly to the Charity, whose cause is truly exceptional, this initiative gives new meaning to responsible drinking. We are enormously proud to be associated with Help for Heroes and to be helping make a tangible difference.

Tile Giant

We were chosen by Tile Giant staff to be their national charity partner in 2019. Over the course of the partnership, Tile Giant are aiming to raise £100,000 for wounded veterans and their families.

All 90 stores across the country have been fundraising for our heroes, supported by seven Tile Giant members of staff who have formed a ‘Regional Charity Champions’ team to offer support and advise where they can.

Staff and customers have come together for a variety of fundraising activities and events, from rounding up at tills and weight loss challenges, to dressing up days and hosting Bake for Heroes sales.


Our partnership with Kinnerton began in 2016 with the confectioner raising money through the sales of a specially designed Help for Heroes Easter Egg and seasonal sweet treats. The range has proved very popular with retailers and Kinnerton now create an exclusive design for Tesco each year.

Kinnerton was the first brand to offer character chocolate in the UK back in 1978, which has now grown into a child’s chocolate dreamland full of Easter eggs, advent calendars, lollipops and chocolate bars. Kinnerton products are manufactured in Norfolk in their unique and pioneering ‘nut free’ environment.

Since 2016, Kinnerton has raised over £50,000 for wounded veterans and their families. This is not only attributable to the ‘in support of’ products, it's thanks to Kinnerton staff who volunteer at our Transport for London collection each year and who take part in other fundraising events such as Bake for Heroes and Tough Mudder. 

Alf Turner

Our partnership began when Paul Turner launched a range of award-winning sausages in 2012 with the backing of Dragons' Den's Peter Jones, using a traditional family recipe passed down from his grandfather, Alf.

Alf Turner served in the Royal Army Service Corps for 20 years and opened his butcher’s shop in Aldershot, home of the British Army, when he left the Forces. For Paul it was a natural decision to support our cause.

Hot on the heels of the success of the original pork sausages range, the Dragon's Egg was launched in July 2014, selling over 1 million scotch eggs in it's first year!. 2015 saw the introduction of Dragon’s Fury, a chilli pork crackling snack, and Traditional Pork Scratchings. In 2016 the Dragon's Pork Pie and Dragon's Sausage Roll were launched, followed by the Premium Scotch Egg in 2017.

In 2017, the Alf Turner 'in support of' product range picked up the award for Best Brand Licensed Food or Beverage Product or Range at the Brand and Lifestyle Licensing Awards. Competition in the category was stiff and included big brands such as Guinness, J20, Jamie Oliver and Magnum.

Alf Turner donates 2p from the sale of every pack in the range and to date has raised over £220,000.

Otter House

The Otter House Group, one of the UK's leading giftware and stationery companies, has been partnered with us since 2009, supplying a range of Help for Heroes licensed products to greetings card retailers and garden centres.

Carousel Calendars, part of the Otter House Group, has worked closely with us since the partnership’s inception, producing a range of calendars and diaries that has grown steadily, introducing new and attractive formats. Carousel Calendars has raised an amazing £404,753 for wounded veterans and their families.

Otter House has proudly worked in conjunction with Carousel Calendars to sell the Help for Heroes calendars and, due to the success of the partnership, in 2017 Otter House produced a licensed stationery range and a festive Christmas card and gift-wrap collection. Using bold patterns and illustrations that help promote our cause, Otter House donate 10% from the net invoiced price of their Help for Heroes sales. 

Martin Rees-Davies, Head of Licensing at Carousel Calendars “we are passionate about our work with Help for Heroes and have thoroughly enjoyed being a licensee to such a worthwhile and beneficial UK charity.


Since 2019 Vodafone has raised just over £3,000 through store collections and hosting talks given by our veterans.

In early 2020 we received a £30,000 donation from the Vodafone Foundation UK. This is funding two part-time Fellowship roles in Northern Ireland and related activity costs, which will help to reduce the loneliness and social isolation of wounded veterans and their families.

Dartmouth Brands

We have partnered with watch makers Dartmouth Brands to launch an exciting range of co-branded watches. The six unique designs in the range represent the services that make up our British Armed Forces, the Royal Navy, the British Army and the Royal Air Force. Behind each watch is a moving story of recovery, told by a Help for Heroes veteran.

The sale of these special timepieces will raise much-needed funds to support veterans and their families, with Dartmouth Brands hoping to raise a total of £25,000 for wounded veterans and their families. 

Our partnership began with AVI-8. Launched on 11th November 2020, the limited edition Flyboy Engineer Automatic showcases powerful yet subtle design cues to pay tribute to those who have sacrificed their lives for the nation, past and present.

"We are delighted and honoured to announce the release of an iconic limited edition Flyboy Engineer Automatic timepiece in partnership with Help for Heroes. AVI-8 draws its inspiration from the pilots, engineers and aircraft of the 20th century and the dedication of all those who have served in our armed forces in and out of the cockpit. We pride ourselves in building timepieces with great attention to detail, reflecting the innovation, skill, daring and bravery of those who took to the skies. This timepiece will help raise money for this remarkable British charity and support the important work they do for those who have served in the British Armed Forces” - Gavin Crilly-McKean, Chief Commercial Officer, Dartmouth Brands.

RAF veteran Matt Neve, a former Senior Aircraftsman who experienced the horrors of war when he was deployed to Iraq on Op Telic 1, will support and celebrate our exciting partnership.


Since 2017, Polypipe has raised over £100,000 for wounded veterans and their families. Staff have held fundraisers and taken part in volunteering activities, alongside a donation of 79p per sale of each WP46 tap.

With so many veterans entering the construction industry, offering support as they rebuild their lives is a cause that remains close to Polypipe’s heart. The company is looking forward to contributing to the vital work of Help for Heroes, with a range of initiatives planned over the course of the three-year programme” – Cameron McLellan, MD at Polypipe Building Products.

Lovell Rugby and VX3

Lovell Rugby and VX3 proudly support wounded veterans and their families by donating 10% from the sale of selected rugby shirts to Help for Heroes.


WiSP Balm was created by beekeeper and Army veteran John Geden and qualified aromatherapist Debbie Mulkern. After meeting with injured veterans at our recovery centre in Tidworth, Wiltshire, John began looking into ways he could help.

The name WiSP came from the abbreviation WIS, commonly used in the military community when describing wounded, injured and sick personnel. With a little playing of letters, WiSP was created.

Since our partnership began in 2018, WiSP has raised over £1,000 for wounded veterans and their families.

Check out the product here.


One of the country’s largest hire wear companies, ACS Clothing donate profits from a bespoke tartan kilt to support wounded veterans and their families. The tartan was designed by the renowned Edinburgh military tailor, GB Tailoring, and is inspired by the Help for Heroes colours.

Interested in Becoming a Partner?

If you are interested in partnering with us or choosing us as your Charity of the Year, please don't hesitate to get in touch by calling 01980 846459 or emailing