To mark Mental Health Awareness Week, we've worked with Sunderland AFC & their official charity 'Foundation of Light' to make a subtle but powerful change, temporarily swapping the club's iconic Black Cat for a Black Dog. The Black Dog is widely recognised as a metaphor for depression, and this change is designed to get people talking. Because mental health isn't always visible, but it's always important.
WE'VE TURNED THE BLACK CAT INTO A BLACK DOG TO START A VITAL CONVERSATION
-
As Principal Club Partner, we've worked with Sunderland AFC to introduce a symbolic change to match-day, using the Black Dog to help raise awareness of mental health.
-
The Black Dog is widely recognised as a symbol of depression. By bringing it into the match-day environment, we want to encourage fans to stop, look twice and start conversations that matter.
-
As part of Mental Health Awareness Week (11–17 May), this initiative is about making mental health more visible, while reminding people that struggles aren't always obvious on the surface.
-
The North East continues to face some of the highest suicide rates in the country. Behind those figures are real people, families and communities. This campaign is about recognising that and encouraging support where it's needed.
-
Around the game, you'll see this brought to life across the stadium, from fan activations to match-day programme features and players walking out in Black Dog-themed shirts.
-
At the heart of it is a simple message: it's okay to talk, and help is always there. Support is available through Sunderland AFC's Foundation of Light and its 'Game of II Halves' initiative.
Caption: LiveScore X Foundation Of Light Black Dog Mental Health Awareness Campaign
FUELLING
FANS' PASSION
FOR SPORT
Collectively, however, we stand for so much more. Through LiveScore Group, we run a fully owned and operated ecosystem that converges the two worlds of sports media and sports betting.
FIND OUT MORE