On Saturday, May 17, our Rugby For Heroes team stepped out at Walsall FC to take part in the “Bruises vs Boots” Celebrity Charity Football Match in partnership with Smile for Joel, which is a charity focused on raising vital awareness and funds for people navigating life after trauma, loss, or military service.
Smile for Joel supports families affected by traumatic loss. At Rugby For Heroes, we work with former members of the Armed Forces as they transition to civilian life. This event brought us together not just for football, but for a shared cause that connects our two charities: supporting people through life changes.
Kick-off was at 7:30 PM, with a great crowd in the stands whilst being broadcasted live across the Middle East for our global supporters. Ten minutes into the match, play was paused for a one-minute applause to mark the 10-year anniversary of Smile for Joel and acknowledge those no longer with us.
Our squad on the day included:
- Big Joe Egan – Ex Pro Boxer
- Marc Albrighton – Leicester City Player
- Rob Edwards – Ex Luton Manager
- Louis Matthews – Football Freestyler
- Alan Kennedy – Liverpool FC Legend
- Joe Sealey – Ex West Ham Player
- Bertie Garratt – ITV2 The Cabins
- Josh Hill – Social Influencer
- Ash Howell – Social Influencer
- Courtney Massay – Model & Influencer
- Jason Burrill – Actor & Big Brother Winner
- Thinius Delport – Gloucester Rugby
- Michael Kurn – TV & Radio Presenter
At half-time, the scores were settled at 4-3 to the Smile for Joel side. The banter carried into the changing room, but was quickly refocused after a much-needed pep talk from our team manager, Big Joe Egan, delivered in true Big Joe fashion.
Before heading back pitchside, Joe said, “Considering the team we’re playing against, there are a lot of ex-Premiership players on that team. Our team’s only got one ex-Premiership legend, the great Alan Kennedy, but we’re holding our own. The fans have been fantastic, cheering both sides. They’re enjoying it.”
Alan Kennedy, reflecting at the break, added:
“I created their four goals, but we scored three,” he laughed.
“The crowd are getting behind everybody and making sure the charities are going to benefit. Everyone’s younger than me, but I’m still enjoying the game. In modern football, it’s about the team. No doubt the lads will go back out there and show what they can do.”
The second half saw our Rugby For Heroes squad regroup and push forward. By the final whistle, we had turned things around and finished with a 6–5 win.
The event was sponsored by Cluberly, whose management was present on the day. Cluberly supports grassroots causes across the UK through its soon-to-launch fintech app, designed to make saving and investing more accessible and socially impactful for sports fans and community-minded individuals.
“It was an absolute privilege for Cluberly to sponsor and support the ‘Bruises vs Boots’ Celebrity Charity Football Match at Walsall FC this past Saturday. Events like this reflect everything Cluberly stands for, bringing people together, raising spirits, and channelling energy into causes that make a real difference.
Smile for Joel and Rugby For Heroes represent two sides of the same coin: supporting those rebuilding after trauma and helping service members transition into new lives. Seeing these two organisations come together on the pitch was a powerful reminder of the impact sport can have beyond the game.
The atmosphere was electric, the fans were incredible, and the moment of applause marking Smile for Joel’s 10-year anniversary was deeply moving. It reinforced why we created Cluberly, to empower everyday people to make a tangible impact through their daily actions.
This wasn’t just a football match. It was a celebration of community, resilience, and shared purpose. On behalf of the entire Cluberly team, thank you to the players, organisers, and fans who made the evening unforgettable. We look forward to many more events like this, where sport becomes a bridge to something even greater.”
– Kevin London, CEO & Founder of Cluberly
Rugby For Heroes would like to thank everyone who contributed to making it such a fun, successful and memorable day: players, organisers, officials, volunteers and supporters. Coming together with Smile for Joel for a shared purpose made this more than just a match. It was a truly special day on and off the pitch.
To get involved in upcoming Rugby For Heroes events, please visit our events page or join our mailing list to keep updated.
