This week we sit down with Steve Beharall, CEO of the Newcastle United Foundation, for an open, honest conversation about mental health—and the unique role football clubs play in changing lives far beyond the pitch.
Steve shares how the Foundation’s ethos—“talent is everywhere, opportunity isn’t”—drives a portfolio of 40+ programmes built on one simple idea: get the right people into the right places to have real conversations. From walking football and dementia cafés to health checks on matchdays, youth counselling and employability, the team focuses on relatable people who build trust and help others find confidence, purpose, and connection.
We unpack the award-winning Be A Game Changer campaign—how it reduces stigma, educates on sleep, stress and suicide prevention, and builds peer-to-peer support through initiatives like 12th Man/12th Woman. Steve explains why fans are often more willing to open up to their club than a GP, shares sobering realities (e.g., the high suicide risk among men 20–35), and shows how football’s “soft power” can create safe entry points to professional help.
You’ll also hear how player ambassadors like Dan Burn and Sean Longstaff use lived experience to normalise the conversation; why local identity matters in a global squad; and how genuine community engagement can even translate into on-pitch resilience and togetherness.
Highlights
Football as a gateway to honest conversations about mental health
Be A Game Changer: education, signposting, and behaviour change in action
Hubs, access, and why “open door” really means open
The continuum of mental health—support before crisis
Players, purpose, and the culture link between club and city
Measuring impact: social return on investment and community value
If you need help: In the UK, contact Samaritans at 116 123 or samaritans.org. If you’re elsewhere, please seek local support services. If you or someone you know is in immediate danger, call emergency services.
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