The Office of the Police and Crime Commissioner (OPCC) for Humberside has renewed its partnership with the region’s three professional football clubs to deliver a campaign tackling domestic abuse and related issues.
Campaign messaging will be displayed at the stadia of Hull City, Grimsby Town and Scunthorpe United throughout the 2026/27 season following a successful first year of partnership.
This year’s branding builds upon the Better Man campaign which challenges and inspires men to ask for help to change their behaviour and take accountability for their actions. By taking the first step and seeking help, they will be signposted to a range of specialist support services with the ultimate goal of creating a safer environment for partners and children.
Support services include guidance on mental health, emotional regulation, healthy relationships and drug and/or alcohol dependency.
The campaign also provides routes to support for those impacted by abusive behaviour.
Police and Crime Commissioner Jonathan Evison said: “We are pleased to renew our partnership with our three football clubs to amplify this important messaging and thank them for their support.
“It takes courage to recognise issues with your own behaviour and the first step towards addressing it is considerable. By taking that step, you will be guided to support services who will help, not judge, and guide you onto a path to becoming a better version of yourself by eradicating harmful behaviour.
“Issues such as stress, anger, substance abuse and poor mental health inevitably have an impact on your relationships, but support is available before things get worse. No solution will be found in suffering alone.
“The messaging is quite simple – take the step to being a Better Man and in turn become a better partner, a better dad and create a safer world for women and children, free from abuse.
“As always, those experiencing abuse remain our priority. Know that help is available to you and that you are not alone.”
Work is underway to support each of the three clubs to access to active bystander training for staff to help identify and respond to inappropriate behaviour.
Grimsby Town chief operating officer Adam Smith said: “We are proud to be working alongside the Better Man campaign and the Office of the Police and Crime Commissioner for Humberside on an initiative that is focused on encouraging positive attitudes, respect and responsibility.
“Football clubs have a unique ability to bring people together and reach a wide audience. As Grimsby Town Football Club, we want to use that platform positively and help support conversations that can have a meaningful impact within our community.
“We look forward to working collaboratively with the Better Man campaign and the OPCC to raise awareness and encourage our supporters and wider community to get behind this important message.”
A spokesperson for Scunthorpe United said: “At Scunthorpe United, we are proud to continue our partnership with the OPCC in supporting the Better Man campaign.
“Football clubs have an important role to play in the communities they represent, and we recognise the influence we can have in helping to challenge harmful behaviours and encourage people to seek support before issues escalate.
“We want to use our platform to reinforce the message that asking for help is a sign of strength, not weakness. Whether it’s support with managing emotions, mental health, relationships or substance misuse, there are services available to help people make positive changes.
“Most importantly, we stand alongside those affected by domestic abuse. Nobody should feel alone or without support, and we hope this campaign will help raise awareness of the support available and contribute to creating safer homes and communities across our region.”
More information on the support services available via the Better Man campaign can be found by clicking HERE.
