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Current Partnerships

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Our Current Partnerships

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

Cotton Traders

Cotton Traders has raised over £1m and celebrated by presenting the official cheque to Help for Heroes Ambassador, Bernie Broad, during the 2018 Cotton Traders golf day and dinner event – a regular feature in their fundraising calendar. 

Cotton Traders has been raising funds since 2011 through the sale of its co-branded Help for Heroes clothing range, which includes t-shirts, shirts, polo shirts, wash bags and joggers and donating ten per cent of the sale price of each item. The company also piloted the option of adding a £1 donation to the Charity at checkout for online orders, which has proved very popular with its customers and raised over £62k to date. Cotton Traders' staff fundraising efforts have included their hugely successful annual golf day - which has raised over £104k in total - as well as retail fashion shows, raffles, cake sales, car washes, bike rides, marathons and treks.

They have worked continuously to fundraise and help support Help for Heroes Recovery Centre in Catterick, North Yorkshire. The Centre plays a vital role in helping to inspire, enable and support wounded, injured and sick Service Personnel Veterans and their families from the North West, North East and Scotland. The £1,017,456 raised by Cotton Traders staff and customers plays a vital role in not only supporting the Recovery Centre in Catterick, but the thousands across the UK whose lives have been affected by their service.

Fran Cotton, Cotton Traders founder said: “We are over-the-moon to announce this significant milestone for both Cotton Traders and Help for Heroes. We’ve worked hard over the last few years to raise money so that the Charity can continue to carry out its fantastic support work for those who have suffered in the line of duty. We know the difference the £1,017,456 we have raised will make in funding the recovery services at Phoenix House Recovery Centre and reaching out to Veterans and their families who will need help in the future.”

Bernie Broad, Ambassador for Help for Heroes and captain of the 2017 UK Invictus Games team 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.”

Moto in the Community

“We are very proud of all the Moto staff around the UK who take time out of their busy day to support our fundraising activities and have helped us reach this amazing milestone. Supporting our wounded Heroes is something our customers feel passionate about. Our partnership with Help for Heroes has also had a positive effect on our fundraising for local charities as well as good causes.”

Their funding has enabled us to develop adaptive gardens for horticultural therapy in the south of the country and provide a specialist family room at our recovery centre in Catterick. Most recently their donations helped to fund three special keyworkers based at our Phoenix House Recovery Centre in Catterick, who offer advice and guidance on issues such as health and housing.

MITC, a grant-making charity supporting local groups and causes, aims to make a difference to communities around the UK. They chose Help for Heroes as its national charity partner in order to help make a difference to a wider community audience through a cause which resonated with customers and staff.

Moto employs around 5,000 staff at 53 service areas nationwide, and staff are highly engaged with the cause and have boosted the total through a variety of staff and corporate fundraising events. MITC hosts annual National Collection weekends across all their sites providing Help for Heroes 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 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 take to the roads of Northern France each June, to tackle our annual Big Battlefield Bike Ride.


Brian Larkin, Chairman of The Moto in the Community Trust

Our partnership with Moto in The Community Trust (MITC) started in 2012 as an integral part of Moto’s Corporate Social Responsibility strategy. Since then MITC, Moto staff and Customers, together with Help for Heroes Volunteers, have raised over £2.3million, well over the £2million the trust originally pledged to raise at the start of the partnership. Now MITC has pledged to raise another £1 million for our Veterans and  their families.

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. 

Help for Heroes 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 Help for Heroes Tedworth House Recovery Centre in Wiltshire, last Autumn.

Bruce Dickinson comments: “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 commented: “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 will also be supporting the Charity through fundraising in our pub estate.

LIGHT BRIGADE is now available to purchase nationwide in 270 Morrisons stores as well as online at The beer will subsequently be rolled out nationally, with the following outlets already confirmed:

  • Robinsons pubs from 19th March
  • Selected North West Asda stores from spring
  • M & B pubs from 1st March for 3 months
  • Carlsberg from 1st March for 3 months
  • Heineken from 1st April
  • Selected Bargain Booze & Thoroughgoods from 27th March then nationally as ‘Ale Of The Month’ from 24th April to 21st May in 700 stores
  • Parfetts 6 depots covering Mersey, Cheshire, Lancashire, West Yorkshire and Derbyshire from the first week of March.
  • Shoprite Largest independent retailer on the Isle of Man in stores from April.
  • Selected North West Spar stores


Robinsons will also be organising a calendar of charity events across their 280-strong pub estate, including taking part in Help for Heroes Big Battlefield Bike Ride which will travel through historic battlefields and commemorate 100 years since the end of the Great War.

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.”


Marching alongside our Heroes!

Debenhams continually shows it is a company committed to doing its bit. They have raised over £1.3m to date through an innovative, multi-faceted partnership which includes fundraising, employee engagement and a brand partnership.

March 2016 saw Debenhams stores across the UK host a third annual month of support for the Charity.

Collections and fundraising

Debenhams' month of support in March 2016 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 going to H4H. Two members of the Help for Heroes Band of Brothers, Jamie Hull and Dan Richards, helped launch the first range in 2014 which raised £100k. 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.

Otter House

The Otter House Group, one of the UK's leading giftware and stationery companies, has partnered with Help for Heroes 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 Help for Heroes since 2009, 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 Help for Heroes and is hoping to reach the £500,000 milestone by the end of 2017 to include 2018 dated product.

Otter House has proudly worked in conjunction with Carousel Calendars to sell the Help for Heroes Calendars, raising a staggering amount, year on year. 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 the Charity, Otter House donate 10% from the net invoiced price of their Help for Heroes sales. 

Martin Rees-Davies, Head of Licensing: “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.”

Alf Turner

We were thrilled to see the Alf Turner range of products supporting Help for Heroes pick up the award for Best Brand Licensed Food or Beverage Product or Range at the 2017 Brand & Lifestyle Licensing Awards. Competition in the category was stiff and included big brands such as Guinness, J2O, Jamie Oliver and Magnum.

This partnership with Help for Heroes 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. The brand is supporting the Charity through a 2p donation on every pack across its expanding range of products and has raised over £145k to date.

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 Help for Heroes.

Hot on the heels of the success of the pork sausages range, the Dragon's Egg was launched in July 2014 selling over 1 million scotch eggs in just over a 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 was launched, followed by the Premium Scotch Egg in 2017. 

The range has achieved great retail listings in Tesco, Sainsbury, Co-op, Iceland, Waitrose, Nisa and independent stores giving the Charity a major presence on supermarket shelves.

Visit Alf Turner's website for more information and current stockists. 

Follow Alf Turner on Twitter: @Alf_Turner


Flying Flowers

Our partnership with Flying Flowers continues to bloom and has raised over £75,000 to date! Seasonal bouquets are added to the range regularly, including Valentines and Christmas bouquets which make wonderful gifts or arrangements to decorate your home.

The specially-designed collection is unique to Help for Heroes. 15% of the sale price on all flowers across their range purchased through the Flowers for Heroes website is donated to the Charity.

Over the last two years members of Help for Heroes Band of Sisters fellowship have also designed some beautiful bouquets for the Flowers for Heroes collection, which have proved very popular with Flying Flowers customers. Each bouquet tells a very personal story; the ladies were fully involved in the whole process from picking their flowers and making up their initial arrangements, to choosing the name and approving the final designs.

Please make Flowers for Heroes your online florist of choice and treat yourself, or a loved one, to a beautiful bouquet, and know you are making a difference too!

Premier Care in Bathing

Premier Care in Bathing is a family-run British business and the UK market leader in walk-in baths and easy-access showers.

One of their goals is to help people live their lives to the best of their ability, as independently as possible, no matter what. This is a goal they share with Help for Heroes and why they are delighted to partner with us. It is a cause they have found has resonated with their customers and has been embraced by their staff.

They donate an amazingly generous £100 per installation on any product in their range, and have raised nearly £250,000 since the partnership began in 2014.

Stephen Syrett, Marketing Director, ‎Care in Bathing: “Many of our elderly customers tell us their own stories of serving their country through the second war and many more have children and even grand children who have served through the Falklands conflict, in Iraq, in Afghanistan and throughout the world.

"On their behalf Premier Care in Bathing is very proud to support Help for Heroes and the vital work done by this very worthy charity.”


Kinnerton’s partnership with Help for Heroes started in 2016; raising money through sales of specially designed Help for Heroes Easter Eggs and seasonal confectionery. The range has proved popular with retailers, including an exclusive design for Tesco each year.

They have raised over £36,000 by the end of 2018, smashing their original target of £20k, and are looking forward to adding to that total with the 2019 range and through staff fundraising. In December 2018 Kinnerton staff volunteered at our Transport for London collection at Tottenham Court Road station, and the team has plans to support the Bake for Heroes campaign in 2019.

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.

6% of the wholesale net price is donated to Help for Heroes Trading Ltd, which gifts all its taxable profits to Help for Heroes (a charity registered in England and Wales, number 1120920, and in Scotland, number SC044984)

Tile Giant

Staff at Tile Giant recently voted for Help for Heroes to be their new national charity partner,  with the aim of raising £100,000 over the next two years.

Seven staff have formed a team of regional Charity Champions to support colleagues fundraising efforts. To launch the partnership, staff were each sent a 'Promise Tile' to make a personal fundraising pledge of what fundraising challenge or activity they will be doing in 2019. Each store has been set a target of £50 a month to achieve the overall fundraising target for the partnership.

Tile Giant will also be fundraising in over 100 stores throughout the UK, encouraging customers to round up their purchase to the nearest pound or donate through Help for Heroes collection tins. 

Tile Giant is part of the Travis Perkins group and its charity partnership supports their Corporate Social Responsibility strategy. Travis Perkins was the 1,500th organisation to sign  the Armed Forces Covenant and has ex forces and serving personnel working across its business.

Tour De Yorkshire

Help for Heroes named as the official charity partner of the Tour De Yorkshire 2019. 

Announced on 7 December 2018, the partnership with Tour De Yorkshire will help support major fundraising initiatives throughout 2019. 

This wonderful new partnership will help to raise awareness of the work Help for Heroes does and continue to reinforce the support the organisation gives to Veterans and their families

Welcome to Yorkshire CEO, Sir Gary Verity DL said: “The work Help for Heroes do is truly admirable, and we are delighted to be partnering with them and raising money over the next 12 months for such a worthwhile cause. Their Phoenix House Recovery Centre in Catterick helps thousands of Yorkshire-based troops and their families, and it’s fantastic for us to be able to give something back to those brave people who put their lives on the line for us.” 

Mel Waters OBE, CEO of Help for Heroes, said: “We are honoured to be selected as the Tour de Yorkshire’s Official Charity Partner for 2019. Sport plays a huge role in the recovery of our Veterans who have become wounded, injured or sick. We are excited to be partnering with such an iconic event because we know first-hand the benefit this can bring to so many lives.”