Willen Hospice has partnered with MK Dons to launch a matchday initiative designed to raise awareness and voluntary donations for local hospice care, highlighting the growing role of business partnerships in supporting community services across Milton Keynes.
As part of the initiative, fans are being offered free tickets to an MK Dons home game, with the option to make a voluntary donation to Willen Hospice when booking. The scheme launches during the club’s Valentine’s Day fixture against Newport County and marks the start of a new charity partnership for the 2025/26 season.
The collaboration reflects a wider trend of businesses and high-profile local organisations using their platforms to support charities through shared audiences and community engagement. In this case, MK Dons is providing access to matchday attendance, while Willen Hospice benefits from increased visibility and fundraising opportunities.
Complimentary seats are available in the Community Corner through the hospice website, allowing supporters to attend with up to three guests. At the point of booking, fans can choose to donate towards the hospice’s services, which support people across Milton Keynes living with life-limiting illness.
Willen Hospice relies heavily on community fundraising to operate. As a registered charity, it must raise £9.6 million each year to continue providing its care free of charge, making partnerships with local organisations an important part of its funding strategy.
Nigel Birch, commercial manager at Willen Hospice, said the partnership demonstrates how collaboration can deliver mutual value. “We’re incredibly grateful to MK Dons for choosing Willen Hospice as one of their charity partners for the 2025/26 season,” he said. “Partnerships like this help us raise both funds and awareness, while giving the community a simple way to support local care.”
He added that matchday initiatives provide a practical route for engagement. “This approach allows people to enjoy a day out while contributing to a cause that supports patients and families across Milton Keynes.”
The partnership has also included behind-the-scenes engagement, with MK Dons players and coaching staff visiting Willen Hospice ahead of the launch. The visit gave the club a first-hand insight into how hospice teams deliver round-the-clock care and support.
Tickets for the matchday initiative are available via the Willen Hospice website, with donations remaining voluntary. The scheme underlines how local charities and businesses can work together to combine reach, brand trust and community impact.
