MatchFit and Age UK Unite to Inspire the Nation to ‘Act Now, Age Better’
MatchFit, the specialist sports communications agency with offices in London and Manchester, has teamed up with Age UK to launch a campaign that will bring together UK sport and physical activity on an unprecedented scale.
As a first for the sector, the campaign will unite sport and leisure organisations to collectively drive awareness of the importance of physical activity and movement for individuals 50-65 years old. Details of all the ANAB partners will be announced on Tuesday 21st April, when the campaign is set to launch, which will run throughout the summer.
Formally announced as MatchFit’s charity partner for 2026, the agency will primarily support the charity with specialist sports consultancy, media relations, and wider creative activation delivery.
Louisa Fyans, Chief Brand and Communications Officer for Age UK, commented: “As a nation, and specifically a generation who are incredibly tight on time, health and wellbeing are often pushed to the bottom of the priority list until it’s too late. With the British population living longer than ever before, yet one in six deaths is linked to physical inactivity, we are proud to support preventative measures that benefit people later in life. By integrating MatchFit as an extension of our team, we are leveraging their specialist communications experience and creativity to ensure this year’s campaign delivers demonstrable impact.”
Donald Parish, Co-Founder of MatchFit, added: “Making Age UK our pro bono charity partner for 2026 was a natural decision for us. As a team of sport enthusiasts who see first-hand the power of sport and its impact potential across generations, Age UK’s ‘Act Now, Age Better’ campaign really resonated strongly.
“To see so many leading sporting organisations coming together to support people in becoming ‘MatchFit’ later in life makes this the perfect partnership.”