Give Support / Partner with Us / Partnership Case Studies

Partnership Case Studies

Some of our partners and their work

Learn more about specific partners and how we have worked together. 

If you are interested in working with us, we would love to hear from you, so please contact our Partnerships Team for more information.

Current Partners


Collections and Fundraising

Debenhams' month of support in March 2016, the third annual month of support, was another great success, raising over £148k.

It kicked off with their national collection in stores across the country. Help for Heroes volunteers supported the collection weekend with help from Debenhams store staff, who also organised their own fundraising activities during the month. Heroes Breakfasts were also on sale in Debenhams restaurants with a donation to Help for Heroes for every 10-piece breakfast sold.

Limited Edition Range of Clothing

Debenhams introduced a specially designed, limited edition range of men's t-shirts with all profits being donated to our cause. Two members of the Help for Heroes Band of Brothers, Jamie Hull and Dan Richards, helped launch the first range in 2014 which raised £100,000. So successful was this, that Debenhams introduces a new range each year.

Debenhams also lists a range of Help for Heroes own branded merchandise on its online store. 

Staff Fundraising

In June 2014 seven Debenhams staff, including Michael Sharpe CEO donned their lycra and took part in Hero Ride, cycling through the Peak District from Manchester to London. They enjoyed the ride so much that staff took part in the Big Battlefield Bike Ride in 2015 and 2016.

Moto in the Community Trust

To date, MITC has donated over £2.9 million in support of wounded, injured and sick veterans and their families. The money raised has helped fund several key projects across different areas of our recovery services. MITC’s funding has paid for three Support Hub Keyworkers at our Phoenix House Recovery Centre in Catterick, as well as funding the construction of a purpose-built bedroom at the same location for use by our veterans and their families during respite weekends. Most recently, MITC has been supporting our Nature Recovery Project at our Tedworth House Recovery Centre in Wiltshire. This project harnesses the power of nature and the great outdoors to aid our beneficiaries in their health, physical and psychological wellbeing throughout their recovery journeys.

Moto staff are highly engaged and have boosted the total raised through a variety of staff and corporate fundraising events. MITC hosts annual National Collection weekends across all Moto sites, providing us with the opportunity to engage with the public during periods with a high customer footfall. Together, Moto staff and Help for Heroes volunteers join forces to bucket collect for the Charity during the Easter, Spring and Summer bank holiday weekends, as well as a special collection to coincide with Armed Forces Day in June. Alongside other staff fundraising initiatives, a team of Moto staff also takes to the roads of France each June to tackle our annual Big Battlefield Bike Ride.

It’s thanks to the generosity of our staff, customers and suppliers that we’re able to support this brilliant charity year after year and help them to support thousands of Armed Forces veterans. We are very proud that they continue to be our national charity partner and we look forward to reaching the £3 million marker soon” - Brian Larkin, MITC Chairman.

Previous Partners

Border Force

In 2015 staff at Border Force chose us as their Charity of the Year for two years. Many Border Force staff are ex-military and some have been supported personally by Help for Heroes. As part of the Help for Heroes partnership legacy, Border Force is looking to set up a Military Veterans Network.

Their initial fundraising target was £50,000 which they smashed! The partnership was so popular with Border Force employees that it was extended for a further 6 months raising over £164,000 in total.

Sir Charles Montgomery KBE, Director General, Border Force said “it is now just over two and a half years since Border Force staff selected Help for Heroes, overwhelmingly, to be our Charity Partner. The organisations both care for and are diligent in protecting the vulnerable, whether they may be our own staff or passengers, or with our heroes; the wounded, injured and sick. And in Border Force we have a lot of veterans, reservists and Forces families. Border Force staff members have been honoured to visit Tedworth House and speak to your beneficiaries. They saw what was being achieved there and heard from the Heroes themselves. They spread that message and ran, climbed, sponsored, baked, rowed, ate, drank and quizzed their way to raising over £164,000, an amount we know that you will put to excellent use."

Border Force employees organised an impressive range of fundraising activities from a Border Force XI v Cricket for Heroes XI match to a special Armed Forces Day collection at London Heathrow.

Other exciting fundraising events included a London City Airport Treasure Hunt, a Heathrow Runway Run and Dunkirk to Calais rowing challenge. They also donated a range of items from hand knitted scarves to calendars for the Help for Heroes Christmas Stockings Campaign.

Border Force is a law enforcement command within the Home Office, responsible for securing UK borders by carrying out immigration and customs controls for people and goods entering the UK.


DEWALT®, the UK’s leading manufacturer of industrial power tools, began its association with Help for Heroes by introducing a limited edition Help for Heroes-branded drill kit, launched by British MotoGP rider Bradley Smith at Silverstone in 2014.

Such was the popularity and success of the product with its customers, it exceeded all sales and donation targets, raising over £60,000. As a result DeWalt introduced a second drill set and Stanley Black & Decker, their parent company, launched a range of Stanley Knives in Help for Heroes colours.

Darren Barber, Head of Marketing (UK & ROI) said “our customers were keen to see what products we could bring to market in 2016 to help drive further charitable donations. There was a clear link and interest from the construction industry, our distributors and end users around our partnership with Help for Heroes. We expanded our activities across our wider brand portfolio and included more staff in the central fundraising events delivered by Help for Heroes.

DeWalt also donated tools to our recovery centre in Wiltshire, Tedworth House, which are used by wounded service men and women for various outdoor activities as part of their recovery programme.

Eggs for Soldiers

Eggs for Soldiers was a truly innovative brand collaboration, selling over 58 millions eggs and raising over £1.3million!

Eggs for Soldiers was launched in 2012 by Noble Foods who wanted to give consumers a simple way to do their bit by making a small change to their weekly shop. The brand concept, distinctive packaging and 'eggy' take on the Help for Heroes logo proved a bit hit with consumers and retailers, in what is a very price-competitive category. 

Rob Newell, Marketing Director Shell Egg Division, Noble Foods said “we greatly respect the work the Armed Forces do. We saw the fantastic work that Help for Heroes was doing and we wanted to be a part of that. Many of our staff are either ex-military or families of service men and women so it seemed the perfect fit for us. In the Summer of 2014 we reached the £1million milestone, all through the sale of eggs! It was amazing to be able to show our customers and retailers what can be achieved through a small change to their shopping basket.

The product led to many other brand collaborations with Help for Heroes fundraising campaigns, including a special Tesco multi-buy bundle for the Heroes Breakfast campaign in 2015, alongside Alf Turner sausages and bacon and Branston's Baked Beans in a unique retailer and charity brand partner collaboration.


Ginsters sponsored the Help for Heroes Hero Ride in 2015 and 2016, with the well-known British company also launching a limited edition pasty in May 2016 to raise funds for wounded veterans and their families.

Two members of our Band of Brothers fellowship – Brian and Dave – worked with the Ginsters chefs to create a limited edition pasty, choosing flavours which reminded them of home and the favourite foods they missed while serving overseas. The final product was a classic combination of succulent British roast beef and horseradish.

Brian said “it was one hell of an experience. Ginsters is doing a phenomenal job. Their support is going to help, and change someone else’s life, just like mine has been.

Jo Hartop, Head of Corporate Communications for Ginsters said “we have been working with Help for Heroes for the past two years through our support for the Hero Bike Ride. We were delighted to build on our existing partnership with them by launching the Limited Edition pasty. Brian and Dave were an absolute delight to work with and the whole Ginsters Team really enjoyed the time spent with them developing this special pasty. We are extremely proud to be associated with the Help for Heroes charity as it fits perfectly with our brand and the causes our consumers really care about. Many of our employees participated in the Hero Ride to raise awareness of the event, experience the camaraderie of cycling alongside Heroes and raise money for an extremely worthwhile cause."


GSK kindly supported Help for Heroes with a generous grant of £1million over five years between 2011 and 2015. The grant enabled us to transform our recovery centre in Wiltshire, Tedworth House, with the addition of the Phoenix Centre - a dedicated recreational space for those we support. This enhances their physical and mental wellbeing enabling them to rebuild their lives.

Opened in November of 2012, the Phoenix Centre delivers health, sport and exercise programmes to help servicemen and women along the path to recovery, as well as give them a push in their physical and psychological fitness goals.

It's a world-class facility and was instrumental in helping us develop our world-leading Sports Recovery Programme.

GSK continued to support us in various ways, not simply as a corporate donor, but also as a pro bono supporter providing know-how and expertise in 2016.

In 2013 GSK funded a work placement for a member of our Band of Brothers fellowship, which led to a permanent role within the company. Following the success of this scheme GSK provided a further £10,000 funding to offer further opportunities to support veterans back into work. 

We participated in an event for the Apprenticeship group organised by the GSK Early Talent Team, the ‘Apprenticeship Challenge’. The Help for Heroes team set apprentices from GSK’s GMS a challenge to design a solution to a problem that many of those we support face. Paul, a Help for Heroes Ambassador, shared his experience of Post Traumatic Stress Disorder with the team, who explored the use of high peak noise cancelling ear buds. 

GSK is a science-led global healthcare company with a mission: to help people to do more, feel better, live longer. The partnership with Help for Heroes falls within its Health and Wellbeing in Communities programme which aims to make a difference to communities through economic contribution, investment, education programmes and partnerships.


Created by heroes. Brewed by Marston’s. Enjoyed by everyone.

A discussion between our Co-Founder Bryn Parry, Tesco and Marston’s - the UK’s leading brewer of premium cask and bottled beers - led to the development of a new beer to raise funds for wounded servicemen and women. Marston’s Help for Heroes Ale proved hugely popular with its customers and sold over 1 million pints.

Genevieve Upton, Head Innovations Brewer at Marston’s, worked with three wounded veterans to create the unique, blonde ale. Pete Dunning, Baz Whittingham and Si Brown knew exactly what they were looking for and after tasting samples, in typical Band of Brothers’ no-nonsense-style, quickly arrived at what they wanted.

Help for Heroes Ambassador Si Brown said “we wanted a modern-tasting ale and Pete, Baz and I all had a definite idea of how we wanted the beer to taste. We hope members of the public, when they are doing their weekly shop, will think about the wounded and pop a couple of bottles into their shopping basket.

Richard Westwood, Managing Director of Marston’s Beer Company said “we are enormously proud to be associated with Help for Heroes. Everyone involved in this project has been bowled over by the fantastic work that they do with injured Servicemen. We hope that the beer has helped raise awareness for the work done by the Charity as well as raising some money.

The Help for Heroes Ale was well received, with a 5p donation per bottle and 6p per draught pint.

The development of the beer marked the start of a wider partnership with Marston's and landlords and pub staff raised over £45,000 through collection tins on the bar, quiz nights, live music evenings, BBQ afternoons and more.  

Marston’s also supported us in other areas other than pure fundraising, such as promoting Hero Ride throughout their estate (the first such request they have supported which is testament to the relationship), distributing BBQ for Heroes flyers and in-kind support for the Cricket for Heroes event at the Oval in 2015.

Tate and Lyle

VE Day is a national celebration, bringing the nation together to honour those who have sacrificed so much.

2020 marked the 75th anniversary of this momumental event and we're incredibly proud to have partnered with Lyle's Golden Syrup, whose history dates back to pre WW2, to create a limited edition version of the iconic tin.

Available in all major supermarkets, 5p from every tin sold was donated to us, with the aim of raising £25,000 for wounded veterans and their families.

During WWII, Lyle’s factory became a crucial pillar in the community. It was used as raid shelter at night and gave a roof for those whose homes were destroyed, despite being bombed 67 times. It also employed many women to fill the men’s jobs when they were called to serve. By 1945, the factory had become an integral part of London’s East End.

Our activity was centred around research we commissioned on the wellbeing benefits of baking, and how baking has supported some of our beneficiaries in their recovery journeys.

Lindsay Brown, Tate and Lyle Sugars, said "the 75th anniversary of VE Day is an important moment for Britain as we reflect on the huge sacrifices made by our servicemen and women during WWII. To mark this occasion, we are extremely proud to be partnering with Help for Heroes who do such meaningful work for veterans."

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 were aiming to raise £100,000 for wounded veterans and their families.

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

Staff and customers came 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.