'Heroes in the stands': How one veteran's idea became Ipswich Town tradition

Why it matters: With Suffolk's strong military heritage and several key military facilities in the region, the initiative highlights the often unseen veterans who fill the stands at Portman Road while creating a platform for mental health discussions.

The big picture: More than 35 veterans will receive free tickets to watch Ipswich Town face Leicester City tomorrow, 2 November, as the club's third annual Medals2Matches fixture returns.

Key details:

• Veterans will gather at Bar Twenty One in the town centre before the match

• 86-year-old veteran Phil Hubert will perform The Last Post

• A military piper will lead the group to Portman Road

• Former Town legends Terry Butcher and Russell Osman will host a mental health talk in the FanZone

Behind the initiative: Combat2Coffee founder Nigel Seaman launched the event in 2022. "Medals2Matches isn't just about giving veterans a great day out – it's about encouraging conversation and shining a light on the heroes in the stands," he said.

Supporting the cause: Local clothing brand Hoax has partnered with Combat2Coffee to provide Medals2Matches hoodies for both the veterans and TownTV hosts.

What they're saying: "Every year we hear stories about how the event has helped people speak out about their wellbeing – and that's what it's all about," Seaman added.

He also spoke passionately about the Budget, commending the government for raising defence spending but sharing his concerns about the pressures it will likely place on veteran support services further down the line: “We continue to see veterans and their families struggling with their mental health after leaving the forces, and more needs to be done to support those in need of help.

“My overriding concern is that any increase in military investment – and in turn recruitment – should be complemented by an increase in funding for veteran support organisations, who are likely to continue to see a rise in demand for their services. We haven’t seen that in this budget.”

The bottom line: Ipswich Town chairman Mark Ashton said the day is "one of the most significant days in the club's calendar," highlighting the importance of creating "a tribute and a matchday that honours and raises awareness for this important occasion."