Rugby legend Jonathan ‘Fox’ Davies stars in new film tackling financial hardship

Daniel Bevan - Editor

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A new short film backed by budgeting platform IE Hub is aiming to bring conversations about financial hardship and mental health into the heart of community sport, with Welsh rugby star Jonathan Davies taking a leading role.

Tackle Money Together, launched this week, uses the cultural reach of grassroots rugby to highlight how financial pressures intersect with mental wellbeing, and how trusted local environments can play a role in addressing both.

Presented by sports broadcaster Gareth Roberts, the film centres on the idea that rugby clubs are more than sporting venues, they are informal support networks embedded within communities.

The campaign comes at a time when rising living costs continue to affect households across the UK, with growing recognition of the emotional strain tied to financial insecurity.

IE Hub, which provides a free online tool for budgeting and affordability assessments, is positioning the film as part of a broader effort to normalise discussions around money worries, particularly among men, who are statistically less likely to seek help.

Davies, a former British & Irish Lions centre and one of Wales’ most recognisable rugby figures, draws on personal experience to underline the importance of community backing.

He said: “The support I had from the community, my local rugby, when I was playing on fields like this, carried through my whole career.

“I was always proud to represent the community whenever I put the jersey on. It gave me a sense of purpose and belonging.

“I can’t thank those people enough for their support to allow me to accomplish my dreams as a rugby player.

“There is a stigma around, especially men, showing vulnerability. For men to bottle things up and to show vulnerability is a real problem we need to talk about more.

“We need to make people comfortable to be able to talk about pressures because in the world today, financial pressures are more and more common and that is somewhere we can look to help people with, your friends and the rugby clubs and local community, they’re there to talk.

“That safe place as well… A rugby club is somewhere people go and they feel almost at home. The local club, the community – people are there to help.”

“The moment you start to bury your head, that’s when the problems will get worse.

“The message we need to get clear is ‘it’s good to talk.’ People are out there to help, especially IE Hub will go out there and help find what’s available to you, help you get what you deserve.”

The film also features contributions from financial vulnerability coach Steve Donavan, who provides insight into the behavioural and psychological barriers people face when dealing with debt or financial stress.

At its core, IE Hub’s platform is designed to simplify how individuals manage and communicate their financial situation.

Users can build budgets, assess affordability, and share information with creditors to arrange payment plans, functions that are increasingly relevant as lenders and regulators place greater emphasis on demonstrating customer support and fair treatment.

Chief Executive Dylan Jones said: “It was fantastic to work with Jonathan and Steve on this film.

“Their honesty and insight really bring to life the importance of opening up conversations around money and mental health.

“At IE Hub, we’re passionate about raising awareness of the support available and making sure people know they’re not alone. Our goal is to help people access what they’re entitled to and feel supported every step of the way.”