EXETER Chiefs have joined forces with Prostate Cancer UK for a season-long campaign to save lives through rugby after club chief executive Tony Rowe CBE was diagnosed with prostate cancer and club stalwart Robin Cowling died from the disease.

Rowe, 78, was diagnosed in July 2023, while Cowling died in August.

The double blow has prompted Rowe to speak publicly and urge men to understand their risk of a disease affecting one in eight men. He believes a chance conversation with a friend in a pub may have saved his life.

Rowe’s friend had been diagnosed after experiencing similar symptoms, including problems urinating. The conversation persuaded Rowe to visit his GP and have a PSA blood test.

“I consider myself one of the lucky ones,” he said. “I think the problem is men don't talk about it.”

He was subsequently diagnosed and underwent radiotherapy, beginning treatment in July 2023.

“I started radiotherapy in July 2023 and for a month, every morning I had a 9am appointment so I could come to work afterwards,” he said. “It was OK to start with, but by the end of the month it was awful. But my view is I’m still alive.”

Rowe has since received quarterly injections and said his PSA level has fallen to 0.03.

Now he wants rugby to become a platform for encouraging men to talk about prostate cancer and understand their risk.

“Prostate cancer affects one in eight guys and thousands die every year,” he said. “We don't seem to talk about prostate cancer at all in rugby. Are we too embarrassed to?

“Thousands of men are dying of this disease. For God's sake, let's talk about it.”

The Chiefs will promote Prostate Cancer UK’s 30-second online risk checker, alongside awareness posters around Sandy Park and messages on the stadium’s big screen.

The campaign will highlight groups at greater risk, including men aged over 50, those with a family history of prostate cancer and Black men, whose risk is one in four.

Current Chiefs Ethan Roots and Jack Yeandle have pledged support, while the Investec Champions Cup fixture against Stade Rochelais on January 9 will be a dedicated day of action.

The club is also selling OddBalls boxer short bundles, with £5 from every purchase going to Prostate Cancer UK.

More than 1,200 men die from prostate cancer every year in the South West, while more than 56,000 are living with the disease across the region.

“I’m really pleased to be working with Prostate Cancer UK,” Rowe said. “The majority are 50-plus and they are the people at most danger. But Black men are also more susceptible to diagnosis as well.

“So many people are unaware until it’s too late.”

Prostate Cancer UK fundraising and health strategy director Chiara De Biase said: “We’re delighted to be working alongside Exeter Chiefs this season and this lifesaving partnership will show the power of men talking and looking out for each other.

“Men need clubs like Exeter Chiefs in their corner, and at Prostate Cancer UK we are here to help men at every step of their journey from diagnosis to treatment and with what comes next.

“As the UK's biggest public funder of prostate cancer research, we’re also proud to be powering the breakthroughs that will make screening a reality and create better treatments with fewer side effects - giving our dads, brothers and mates the best chance of living longer, healthier lives.

“Everything we do is powered by donations from our supporters and the tireless work of researchers, advocates, volunteers and organisations and sporting clubs, like Exeter Chiefs. So, a huge thank you to them for working with us to build a world where no man dies from prostate cancer.”