The Joey Beauchamp Foundation

What The Joey Beauchamp Foundation does

The Joey Beauchamp Foundation is a UK-registered mental health charity (Registered Charity No. 1213905) founded in 2023 in memory of former Oxford United footballer Joey Beauchamp, who died at age 50 after struggles with depression and addiction. Operating from Thame, Oxfordshire, the foundation's mission is to improve mental health awareness, reduce stigma, and improve access to support services for residents of Oxfordshire. Its core programmatic offering is the "Talk to Your Wingman" campaign, a mental health awareness initiative launched in December 2024 in partnership with Oxford United in the Community (OUitC) and Oxford United Football Club (OUFC), which promotes open conversations about mental health and signposts users to partner-provided services such as Oxfordshire Mind and Cherwell Counselling.

The foundation is not a technology company; it has no proprietary platform, app, or AI product. Its "products" are community programmes, awareness campaigns, and fundraising events. It generates revenue through three streams: (1) donations accepted via JustGiving and direct contributions, (2) merchandise sales of branded "Talk to Your Wingman" hoodies through a partnership with Blue Blood (bluebloodonline.co.uk) with all profits donated to the foundation, and (3) event entry fees, notably a £100-per-team 5-a-side business tournament held at Oxford United Training Ground. Documented event-level fundraising totals through 2024 include £2,043 (OXVOX Crowdfunder), £1,750 (Aunt Sally Tournament), and £1,344 (Walking Football tournament), aggregating to roughly £5,100 in disclosed event proceeds.

The foundation is founder-led by Luke Beauchamp and governed by trustees. It operates as a single-jurisdiction, geographically-bounded charity focused exclusively on Oxfordshire, with no disclosed headcount, no parent company, no venture or private equity backing, and no disclosed financial statements beyond event-level fundraising figures. Achievement of formal UK charity registration in November 2025 unlocked access to Gift Aid and broader funding mechanisms, marking the most significant organisational milestone to date.

Name

The Joey Beauchamp Foundation

Legal name

Joey Beauchamp Foundation

Website

https://joeybeauchamp.org

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

The Joey Beauchamp Foundation is a UK-registered mental health charity (No. 1213905), founded in 2023 in memory of Oxford United footballer Joey Beauchamp, serving Oxfordshire residents affected by mental health issues through awareness campaigns, counselling referrals, and community fundraising events.

Ownership category

akta.pro rank

Product category

Mental Health Charity Services

NAICS

Civic and Social Organizations (8134), Grantmaking and Giving Services (81321), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Social Services (8300)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGACAD)

akta.pro secondary industries

Private Foundations (BPAGAKAA), Community Foundations (BPAGAKAB)

Keywords

• Mental health charity
• Community fundraising events
• Suicide prevention awareness
• Counselling referral services
• Football community outreach

Headquarters

HQ city

Kidlington

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Donations and Fundraising: The foundation relies on donations from individuals, corporate sponsors, and community fundraising events. All donations received go towards supporting mental health partner organisations in Oxfordshire.
2. Merchandise Sales: The 'Talk to Your Wingman' branded hoodies are sold through Blue Blood (bluebloodonline.co.uk). All profits from merchandise sales are donated to the foundation to support charitable activities and future projects.
3. Event Entry Fees: The foundation organises 5-a-side business tournaments at Oxford United Training Ground with a £100 per team entry fee, with all proceeds going to the Joey Beauchamp Foundation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The Foundation provides mental health awareness campaigns, counselling referral services, and suicide prevention resources to residents of Oxfordshire affected by mental health issues. Its flagship 'Talk to Your Wingman' campaign, delivered in partnership with Oxford United in the Community and Oxford United Football Club, promotes open conversations about mental health and signposts residents to support organisations such as Oxfordshire Mind. The Foundation funds its mission through donations, merchandise sales (branded hoodies via Blue Blood), and community fundraising events including 5-a-side business tournaments.

Product overview

The Joey Beauchamp Foundation is a UK-registered mental health charity (Charity No. 1213905) offering a portfolio of mental health awareness programs, support services, and fundraising initiatives. The core offering is the 'Talk to Your Wingman' campaign—a mental health awareness initiative developed in partnership with Oxford United in the Community (OUitC) and Oxford United Football Club (OUFC). Supporting this campaign are merchandise products (branded hoodies sold via Blue Blood), mental health support services connecting residents with Oxfordshire Mind resources, community outreach programs, and fundraising events including 5-a-side business tournaments and walking football events. The foundation operates as a single-focus charitable organization rather than a technology platform.

Differentiator

Problem solved

Functional benefit

Brands

• Talk to Your Wingman: A mental health awareness and support campaign launched by the foundation in partnership with Oxford United in the Community, focusing on encouraging people to talk openly about mental health issues and access available support services.

Products and services

• Talk to Your Wingman Campaign A mental health awareness and support campaign launched in partnership with Oxford United in the Community (OUitC) and Oxford United Football Club (OUFC). The campaign promotes open discussions about mental health and encourages people to seek support from trusted professionals.
• Talk to Your Wingman Merchandise Branded hoodies sold in collaboration with Blue Blood (bluebloodonline.co.uk) for the 'Talk to Your Wingman' campaign. All profits from sales are donated to the foundation to support charitable activities and mental health projects. Available in sizes X-Small through 3X-Large.
• 5-a-side Business Tournament Annual fundraising football tournament for businesses and workmates. Event held at Oxford United Training Ground with a £100 per team entry fee, with all proceeds going to the Joey Beauchamp Foundation.

Quantifiable outcome

• Raised over £2,043 via OXVOX Crowdfunder campaign
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• Blue BloodminorGTM or Marketing Partner · 23 December 2024Merchandise collaboration partner producing a range of branded leisurewear (hoodies) for the 'Talk to Your Wingman' campaign. All profits from merchandise sales are donated to the foundation to support and promote the foundation while raising awareness about mental health.
• Oxford United in the Community (OUitC)coreStrategic or Co-development Partner · 17 December 2024OUitC is the charitable arm of Oxford United Football Club. The foundation works closely in partnership with OUitC in a relentless drive to address mental health concerns in the community. The partnership involves collaborative programmes, community engagement, and awareness campaigns, including the 'Talk to Your Wingman' campaign.
• Oxford United Football Club (OUFC)coreStrategic or Co-development Partner · 17 December 2024Oxford United Football Club is the professional football club whose legend Joey Beauchamp played for. The foundation partners with OUFC to leverage the club's community reach and brand recognition for mental health awareness initiatives.
• Cherwell CounsellingcoreStrategic or Co-development Partner · 17 December 2024Mental health partner organisation providing affordable counselling services. Part of the 'Talk to Your Wingman' campaign collaborations.
• West Kidlington Primary SchoolcoreStrategic or Co-development Partner · 17 December 2024Educational institution collaborating with the foundation to develop educational resources relating to improving mental health for young people.
• The Nature Effect – Inside Out – Gardens for GoodcoreStrategic or Co-development Partner · 17 December 2024Partner providing peaceful reflective spaces for families, staff and the prison community. Part of the mental health support ecosystem under the 'Talk to Your Wingman' campaign.
• St. Mary's Church KidlingtoncoreStrategic or Co-development Partner · 17 December 2024Church providing support for parents or carers who are living with people with mental health issues. Collaborating under the 'Talk to Your Wingman' campaign.
• OXVOX – Oxford United's Independent Supporters' TrustminorGTM or Marketing Partner · 6 September 2024Oxford United's Independent Supporters' Trust that ran a Crowdfunder campaign raising £2,043 for the Joey Beauchamp Foundation to support mental health awareness in Oxfordshire.
• Planet RecruitmentminorGTM or Marketing Partner · 4 April 2024As one of Oxford United FC's Principal Sponsors, Planet Recruitment hosted a 5-a-side football tournament at the Oxford United Training Ground to raise funds for the Joey Beauchamp Foundation and Mental Health awareness in Oxfordshire.
• Oxfordshire MindcoreStrategic or Co-development PartnerMental health charity partner. The foundation refers people to Oxfordshire Mind's directory of services and support available throughout Oxfordshire for those seeking mental health help.

Scale indicators5 records

Direct peers

• Sport in Mind: UK charity using sport and physical activity to improve mental health outcomes; employs the same sport-as-vehicle-for-mental-health thesis as the Joey Beauchamp Foundation and works with football clubs in its delivery model.
• Sporting Chance: Mental health charity founded by Tony Adams specifically for athletes and former athletes dealing with depression and addiction — closest direct analogue to a sport-linked, mental-health-focused charitable mission.
• Cherwell Counselling: Oxfordshire-based affordable counselling service that is both a partner of and conceptual peer to the foundation; both organisations deliver or fund community mental health support within the same county.
• Oxfordshire Mind: Local independent Mind affiliate covering the same Oxfordshire geography with overlapping mental health support, counselling referral, and awareness remit; the foundation actually funnels beneficiaries to Oxfordshire Mind, signalling direct mission overlap.

Broad incumbents

• Campaign Against Living Miserably (CALM): National charity focused on preventing male suicide via helpline, webchat, and awareness campaigns — directly relevant given Joey Beauchamp's story is specifically about male mental health and suicide.
• Samaritans: Long-established UK charity providing emotional support and suicide prevention services; competes with the foundation for both donor mindshare and beneficiary attention in the mental health support space.
• Heads Together: Royal Foundation-led mental health coalition running national awareness campaigns (e.g., 'Heads Up' on mental health in sport); a high-profile incumbent in destigmatising conversations, which is also the foundation's core thesis.
• Rethink Mental Illness: National UK charity addressing severe mental illness, suicide prevention, and community support; overlaps in awareness and grantmaking but operates at significantly larger scale and broader geography.
• Mind (UK): The UK's largest mental health charity; provides national brand, established fundraising infrastructure, and the federation model to which Oxfordshire Mind belongs — the dominant incumbent the Joey Beauchamp Foundation necessarily co-exists with.

Emerging players

• State of Mind Sport: Charity using professional sport to raise awareness of mental health issues, originally in rugby league; analogous niche positioning in sport-for-mental-health but in a different sport vertical.

Market position

Strengths4 records

Weaknesses4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61556573516264
• LinkedInlinkedin.com/company/the-joey-beauchamp-foundation
• Instagraminstagram.com/the_joey_beauchamp_foundation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about The Joey Beauchamp Foundation