Rugby for Heroes and Cluberly: Supporting Transition Through Rugby

Cluberly is proud to support Rugby for Heroes as official front-of-shirt sponsor across its sporting events, strengthening a partnership rooted in shared values: service, structure, community and long-term opportunity.

Founded by Alan Lamb, Rugby for Heroes was established with a clear and focused purpose — to use the power of sport to support members of the armed forces community as they transition into civilian life. Drawing on his background within professional rugby, Alan recognised how deeply aligned the core principles of rugby are with those of military service: discipline, teamwork, resilience and leadership. Those qualities do not disappear when service ends, but veterans often require clear pathways to convert them into civilian careers and renewed purpose.

Rugby for Heroes delivers that pathway.

Beyond fundraising events and high-profile sporting occasions, the charity places particular emphasis on structured rugby coaching courses. These programmes enable veterans to gain recognised coaching qualifications, equipping them with tangible credentials that can open doors within schools, clubs and community sport. The courses provide more than certification; they offer routine, camaraderie and confidence at a time when many former service personnel are redefining their direction.

Transitioning from military life is not simply about employment — it is about identity. Rugby offers a familiar environment grounded in teamwork and shared objectives. By pairing that environment with formal accreditation, Rugby for Heroes creates a practical bridge between service and civilian opportunity.

The decision for Cluberly to support the charity followed extensive discussions with Alan Lamb and the charity’s patron, Mike Tindall. Mike’s longstanding commitment to supporting the armed forces community, combined with his understanding of rugby’s cultural influence, reinforced the natural alignment between the organisations.

As the partnership has developed, Mike Tindall has also become an honorary ambassador of Cluberly through the Rugby for Heroes collaboration, further strengthening the relationship between sport, service and responsible enterprise.

Mike Tindall commented:

“Rugby for Heroes is about turning shared values into real outcomes. The coaching courses are especially important because they convert transferable military skills into recognised qualifications and genuine career opportunities. When organisations like Cluberly step in to support that mission, it allows us to expand our reach and deepen our impact.”

Kevin London, Founder and CEO of Cluberly, added:

“What stood out to us immediately was the structure and clarity of Rugby for Heroes’ programmes. The coaching initiatives are outcome-driven and sustainable. They do not offer short-term support; they create long-term opportunity. That aligns directly with our belief that empowerment must be practical and measurable.”

As front-of-shirt sponsor across Rugby for Heroes’ rugby matches, fundraising fixtures and sporting events, Cluberly’s involvement is visible — but the partnership extends well beyond branding. Together, both organisations are working to develop new initiatives that will expand awareness and generate additional funding streams.

One such initiative is the development of a new celebrity-led sporting event titled Battle of the Balls. Designed as a high-profile, competitive fundraising spectacle, the event will bring together well-known sporting personalities, veterans and corporate supporters. The objective is to create a flagship annual occasion that combines entertainment, competitive spirit and charitable purpose, generating both funding and media exposure for Rugby for Heroes’ transition programmes.

The ambition behind Battle of the Balls is strategic. By leveraging established sporting figures and corporate networks, the event aims to attract a wider audience and elevate the profile of the charity’s coaching and support initiatives. Cluberly is working closely with Rugby for Heroes to structure the event in a way that delivers sustainable annual fundraising rather than one-off awareness.

In parallel, Cluberly is supporting the creation of a bespoke Rugby for Heroes Cluberly Visa card. This dedicated card will allow supporters to visibly align themselves with the charity while enabling ongoing financial contributions through everyday usage. Rather than relying solely on periodic fundraising events, the card integrates Rugby for Heroes directly into Cluberly’s financial ecosystem, creating a recurring funding model tied to daily transactions.

This approach reflects Cluberly’s broader philosophy of combining financial growth with social responsibility. As a financial platform designed to help individuals strengthen their own financial wellbeing while directing funding towards chosen causes, Cluberly operates on the principle that commercial innovation should generate collective benefit.

Through front-of-shirt sponsorship, collaborative event development and the introduction of a dedicated Visa card, the partnership represents a multi-layered support structure. It reinforces Rugby for Heroes’ ability to deliver coaching qualifications, expand event reach and secure long-term financial stability.

For Alan Lamb and his team, sustainable partnerships are essential to expanding the charity’s impact. For Cluberly, aligning with organisations that produce tangible, measurable outcomes is central to its identity.

Together, Cluberly and Rugby for Heroes are demonstrating how sport, structured transition programmes and responsible business can combine to create meaningful and lasting change. By supporting veterans through accredited coaching pathways, high-profile fundraising events and innovative funding models, this partnership embodies a shared commitment: empowering those who have served and strengthening the communities around them.