What is 'All Footballers Experience: Anxiety'?

All Footballers Experience brings mental health education to life through vibrant, child-friendly illustrations.

It's a groundbreaking children's book that 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 like Bruno Guimarães and Alexander Isak, 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.

Listen to a detailed discussion about this book:

The proportion of children aged 8 to 16 with a probable mental health condition rose from 12% in 2017 to 20% in 2023

Anxiety is the most common reason for referral to mental health treatment among children

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.

Joelinton addresses social anxiety through his "Friendly Facts" technique, showing how even professional footballers can feel nervous in social situations.

Alexander Isak 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 a 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.

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, Joelinton, Alexander Isak, 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.

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 NUFC to empower young fans with life-changing tools.

This partnership presents Newcastle with a strong financial proposition:

Offer All Footballers Experience Anxiety as an official, licensed Newcastle 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 and academy programs.

Use the book to further engage Newcastle fans worldwide, creating an exclusive product that deepens loyalty and expands the club’s reach in untapped markets.

Showcase Newcastle as a forward-thinking club, appealing to families and younger demographics.

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 mental health and youth education.

A children's book where Newcastle stars teach young fans about anxiety through magical storytelling and practical techniques