A children's book where Newcastle stars teach young fans about anxiety through magical storytelling and practical techniques
What is 'All Footballers Experience: Anxiety'?
All Footballers Experience brings mental health education to life through vibrant, child-friendly illustrations.
It's a groundbreaking series of children's books. This first one follows the journey of the protagonist, Jude/Isabella, a young Newcastle fan whose love for football is being challenged by an unwelcome companion - the Worry Monster.
This antagonist, a manifestation of anxiety that children can visualise and understand, has been making Jude's/Belle's favourite activities feel increasingly difficult. Even the simple joy of playing football in the park with friends has become daunting as the Worry Monster whispers doubts and fears into Jude's/Belle's mind.
However, upon meeting Newcastle stars Bruno Guimarães, Joelinton, Sandro Tonali, Dan Burn, Eddie Howe and legend Alan Shearer, the story takes a hopeful turn. These real-life heroes step in to help Jude/Belle recognise the Worry Monster for what it truly is - a voice that can be challenged and quieted. Through their own experiences and insights, they teach practical techniques like Box Breathing, the Body Boss and the Traffic Light Method, enabling Jude/Belle to learn about nerves and anxiety.
Together, they empower Jude/Belle to reclaim their joy and return to playing football with newfound resilience and self-belief.
1 in 6 children aged 5-16 has a probable mental health condition: NHS Digital, 2021
Anxiety is the most common reason for referral to mental health treatment among children: childrenscommissioner.gov.uk
One fan in every fourth seat in your stadium will be suffering with their mental health
The story begins in Jude's bedroom, where we see him struggling with the physical manifestations of anxiety - butterflies in his stomach, racing heart, sweaty palms - as he contemplates joining the other children playing football in the park.
Through his window, he can see his friends enjoying the game, but the worry monster's presence makes the simple act of joining them feel overwhelming. Instead of participating, Jude turns to his cherished Panini sticker album for comfort.
It's here that the magic happens.
Through a remarkable encounter with his Anthony Gordon sticker, Jude meets his hero in person.
Gordon becomes Jude's primary guide, first helping him understand the crucial difference between normal pre-game nerves, and anxiety that prevents participation entirely.
This distinction becomes a foundational element of Jude's journey to understanding his anxiety.
"That's when I learned something really important about anxiety and mental health: we don't have to face it alone."
Anthony Gordon to Jude
What follows is an extraordinary day where Jude, accompanied by Anthony, meets various Newcastle players who each share their own experiences with different aspects of anxiety.
Bruno Guimarães reveals his struggles with General Anxiety Disorder, teaching Jude the calming practice of box breathing.
Sandro Tonali addresses social anxiety through his "Friendly Facts" technique, showing how even professional footballers can feel nervous in social situations.
Joelinton shares his experience with health anxiety during injury recovery, introducing the "Body Boss" body scanning technique.
"Remember," Bruno said, "some worry is normal – it means you care about things. But if worry is stopping you from doing stuff you love, like playing football in the park with your friends, that's when you need to use these tricks to show it who's boss!"
Bruno Guimarães to Jude
The journey continues with Eddie Howe, who opens up about perfectionism anxiety and introduces the Traffic Light Method, helping Jude understand that mistakes are opportunities for growth.
Dan Burn addresses anticipatory anxiety with his "Now and Next" technique, while Newcastle legend Alan Shearer helps transform Jude's physical situation anxiety into excitement during an unforgettable visit to St James' Park.
"Remember Jude," Eddie said softly, "some of life's best moments come from imperfect situations. In football, in art, in everything - it's not about being perfect. It's about trying your best and learning as you go."
Eddie Howe to Jude
Interwoven throughout the narrative are practical coping techniques, each presented and illustrated in child-friendly terms and demonstrated through both football and everyday situations.
Across the story arc, the worry monster serves as a consistent antagonist, but one that gradually transforms from an overwhelming force into a manageable presence.
Each interaction with a Newcastle player provides Jude with new tools to understand and cope with this antagonist, demonstrating that anxiety isn't something to be eliminated entirely, but rather a presence to be managed and understood.
The story culminates in a thrilling Tyne-Wear derby, where Jude puts all his newly learned techniques into practice. What begins as a potentially overwhelming experience becomes a triumph as Jude successfully manages his anxiety using his new toolkit of coping strategies.
The match becomes not just a football victory, but a personal one for Jude.
The book includes interactive sections after each player encounter, allowing young readers to practice these techniques themselves. Parent and caregiver guidance sections provide technical explanations and implementation strategies, ensuring adults can effectively support their children's learning.
Interactive Hero Conversations for Young Fans
Bring your players to life for young fans through real-time, interactive conversations. Using cutting-edge speech technology, young fans can talk directly to their football heroes - and hear instant, personalised replies in their actual voices.
Integrated with our All Footballers Experience mental health books, this is a first-of-its-kind engagement tool for education, wellbeing and fan connection.
We’ve created a way for young fans to have safe, interactive conversations with their heroes - helping build emotional resilience, confidence and a deeper connection to the club.
We know mental health conversations with children require care. That’s why the system never generates its own advice - it only uses pre-approved responses signed off by your safeguarding team
No data retention of children’s voices
Pre-approved script bank that is not deviated from
Signposting to real-world help when needed
AI is only used for intent detection, not open advice
The story concludes with Jude watching Match of the Day, where Alan Shearer's punditry references their shared experience, reinforcing the message that anxiety is a common experience that can be managed with the right tools and support.
Through Jude's journey, young readers learn that even their sporting heroes face anxiety, and that seeking help and learning to manage these feelings is a sign of strength, not weakness.
This carefully crafted narrative manages to address serious mental health topics while maintaining an engaging, magical quality that will resonate with young readers.
By using football and love for Newcastle and its players as a vehicle to explore anxiety, the book makes mental health discussions accessible and relatable for children, while providing them with practical tools they can use in their own lives.
"All Footballers Experience: Anxiety" transforms how we teach children about mental health through storytelling and trust.
Following young Newcastle fan Jude's magical journey, readers meet their heroes in a new light - not as untouchable superstars, but as understanding mentors who share their own experiences with anxiety. The protagonist can be either Jude or Isabella so as to appeal to all young fans.
Through Anthony Gordon's guidance, with help from Bruno Guimarães, Sandro Tonali, Joelinton, Eddie Howe, Dan Burn and Alan Shearer, children learn practical tools for managing anxiety in clear, age-appropriate language. Each section includes interactive elements, from practice exercises to QR codes linking to additional resources, ensuring children remain engaged while developing crucial life skills.
All players/characters in the book can be substituted as the club wishes.
Beyond the immediate impact of supporting young fans' mental health, this initiative positions Newcastle at the forefront of youth mental health advocacy.
By featuring current players sharing authentic experiences, the club builds lasting emotional connections with young supporters and their families. The book offers a meaningful alternative to screen time, while creating lifelong associations between learned coping strategies and the Newcastle players who taught them.
With opportunities for workshops, school programs and international adaptation, this project transforms Newcastle's relationship with young fans from purely sporting entertainment to a supportive force in their personal development, creating positive associations that last a lifetime.
Your club already inspires millions of kids - this book and partnership allows Newcastle United to empower young fans with life-changing tools.
This partnership presents NUFC with a strong financial proposition:
Revenue Growth
Offer 'All Footballers Experience: Anxiety' as an official, licensed NUFC product in the club shop and online store.
Capitalise on the emotional resonance of this book to drive sales, both locally and globally.
Extend the offering to match day events, fan memberships, local schools, community and academy programs.
Global Brand Expansion
Use the book to further engage the masses of NUFC fans worldwide, creating an exclusive product that deepens loyalty and expands the club’s reach with a unique product in established overseas markets.
Showcase your club as a leader. A forward-thinking one, appealing to families and younger demographics.
The global PR for this will be massive.
Corporate Partnerships
Professional football clubs have an already emotionally sold fanbase but some struggle to offer their commercial partners any new marketing options to maximise the massive potential & gravity the club has towards its supporters.
Collaborate with existing sponsors or attract new partners who want to align with Newcastle's commitment to leading on mental health and youth education.
Player Endorsements
Promoting this book on player and club official social media channels will sky rocket sales as well as featuring the book during public appearances.
Community Programmes
Schools and grassroots football initiatives tied to Newcastle United could bulk-purchase the book as part of youth development programs.
Collectors' Appeal
Positioning it as a limited-edition, signed, collectible product for fans will drive demand among older supporters, parents and collectors.
WHAT SOME PEOPLE ARE SAYING...
Just been reading the teaser from your book, it brought a lump to my throat...
Danny, this is absolutely brilliant and so needed by many children.
This is wonderful so, so good. I'm actually excited to see what happens next. I love it.
It almost made me cry… More kids struggle to differentiate between anxiety and nerves...
Oh my goodness, the first chapter of the book has just made me cry, mixed feelings of sadness and of happiness that someone has truly taken the time to really understand how children can sometimes feel and it’s real life. This book is heart warming and a magical tool for children and their care givers!
I completely understand now why it’s a chapter at a time now, it gives children and their adult time to digest, process and put the tools into practice. I absolutely love it.
Well done Danny!! You’ve nailed it
Danny, this is fantastic.
As someone who works directly with children who suffer from anxiety, our team is always looking for new resources to use.
This really helps children recognise the difference between anxiety and nerves.
It is really empowering and helps individuals to realise these feelings are completely normal and everyone experiences anxiety and nerves at some point in their lives.
Love it xx
Hey, I just had a listen to the audio book preview!
It's really, really cool what you have created! It actually reminded me of some techniques I was given when I had counselling!!
Using real life footballers as the characters is a fantastic idea by the way.
It sounds like it will definitely be a hit!!
Thanks for sending, I enjoyed it 🙌🏼
Millie Farrow
It’s a fantastic product and it’s brilliant that you’re raising awareness around mental health - this is such an important topic and your work in this space is truly commendable.
We truly value the concept and the potential it holds.
Wishing you all the best with the book and your ongoing efforts to support mental health in football.
The FA
Oh my goodness!!!! This is fantastic Danny, I absolutely love it. I felt really emotional reading it and then saw how many other people who reviewed it did too. You have created something extremely special here.
The story telling is beautiful and the messaging is powerful without being directive, I loved the way you handled the safeguarding stuff without it being too preachy.
The story flows really well and doesn’t feel like the tools and concepts are forced into it.
Truly brilliant writing!
Kate Iorpenda
Be Part of Football's Mental Health Revolution
Danny Matharu Founder: The Football Mental Health Alliance Author: All Footballers Experience
This 'All Footballers Experience' book is currently with Newcastle United as part of an ongoing discussion regarding its potential publication for the club’s fans and brand. While the project is progressing, final details, including partnerships and featured individuals, will be confirmed once discussions with the club are complete.
