Premier League icon Alan Shearer and Newcastle United forward Shania Hayles have thrown their weight behind the NSPCC's 'Keeping Your Child Safe in Sport Week' campaign.
Also supported by the Newcastle Eagles basketball team and the NSPCC’s Child Protection in Sport Unit (CPSU), the campaign calls on parents and carers across the North East to get involved and support children’s well-being in sports.
The annual campaign, running from October 6 to 12, highlights the crucial role parents play in their child’s sporting experience and encourages open conversations about what helps young people feel safe, confident, and happy while taking part.
Alan Shearer said: "As parents and carers, the way we support children in sport has a huge impact – not just on how they see the game but on how they see themselves.
"It’s less about the scoreline and more about making sure they enjoy taking part, feel respected, and know we’re proud of their effort.
"I’d encourage families to watch the new NSPCC video and explore the simple resources available."
The campaign comes as the NSPCC revealed a 47 per cent rise in contacts to its helpline concerning child welfare in sports settings during 2024/25, handling 623 contacts from adults.
With more than five million children and young people regularly involved in out-of-school activities, the NSPCC stresses the need for clubs, coaches, and parents to work together to ensure every child’s experience is safe and positive.
Newcastle Eagles and Great Britain head coach Marc Steutel said: "At Newcastle Eagles, we believe every child and young person should be able to enjoy their sport in a safe and positive environment.
"As a community club, we appreciate the support of parents and carers and the vital role they play in helping us to create that secure and nurturing space.
"It’s so important that parents, carers and the young people they support can have open and honest conversations around what makes them feel safe in a sports setting."
Newcastle United forward Shania Hayles also backed the campaign.
Ms Hayles said: "The encouragement I had from my family growing up made all the difference – not just in performance, but in how much I loved the game.
"Listening to children and supporting them in the right way helps them flourish on and off the pitch."
This year’s theme, 'Play Your Part', asks parents to consider how they support their child before, during, and after sporting activities.
The campaign features a new video launching on October 6 and offers conversation starters to help parents talk with their children about what support feels best.
Clubs can also access free promotional resources on the CPSU website.
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