Mind's corporate partnerships have the virtue of diversity. In May, the mental health charity teamed up with the young women's magazine Glamour. Three months later, a two-year partnership with the rugby club London Wasps was launched. But according to Mind's head of partnerships fundraising, Vanessa Newton, the two collaborations are not as different as they might appear.
"One is typically male and the other typically female," she says. "But they are similar ABC 1 types." In a spring brand refresh, the charity targeted younger people. The average Wasps supporter is in their 20s or 30s.
As part of the partnership, Mind's logo will feature on Wasps shirts. With 20 Wasps games televised each season, this means considerable exposure.
Four games have also been set aside to support Mind fundraising. The charity will hold bucket collections, advertising hoardings will display a text-to-donate number and charity messages will be broadcast from the stadium's big screens. Ten per cent of sales of away shirts and the matchday programme will be donated to Mind. The charity aims to make £20,000 in the first year, but does not have a target for the second.
The partnership also involves practical work: Mind will hold mental health seminars with Wasps coaches to help them spot the signs of depression. If successful, the seminars will be replicated at other Premiership Rugby Union clubs.
"Our players have really bought into this," says Alison Donnelly, head of communications at Wasps. "They understand, as athletes in a competitive environment, that depression and mental health problems can creep in."