Bolton Wanderers Launch Groundbreaking Partnership to Provide Mental Health Support for Fans

Bolton Wanderers Football Club has announced a new partnership with digital mental health platform InsideOut, becoming one of the first clubs in the English Football League to offer free mental health support not only to players and staff, but to supporters and fans as well.

The initiative will give all Bolton Wanderers fans aged 18 and over free access to the InsideOut platform, including Remi, a 24/7 conversational wellbeing coach designed to help people manage stress, anxiety and low mood through evidence-based tools and clinical programmes.

The partnership reflects a growing recognition within sport of the importance of mental wellbeing, particularly among men, who are significantly less likely to seek support despite experiencing high rates of mental health challenges.

As a club deeply rooted in its community, Bolton Wanderers says the initiative is about making it easier for people to access support when they need it.

“Football clubs sit at the heart of their communities,” said Paul Holliday, Group Head of Marketing & Communications.

“We know that many people face difficult moments in life, and sometimes the hardest step is simply reaching out for support. Through our partnership with InsideOut, we want our fans to know that it’s okay not to be okay, and that help is available whenever they need it.”

Supporters will be able to access the platform by scanning QR codes displayed around the stadium on match days and in the matchday programme.

InsideOut provides a range of confidential tools designed to support mental health and wellbeing, including guided programmes for stress and anxiety reduction, self-help resources, and 24/7 conversational text based support with Remi, an AI-powered coach that offers discrete, clinically safe round-the-clock support.

The platform adheres to NICE clinical standards, is NHS approved and has been developed using clinically recognised approaches including cognitive behavioural therapy and mindfulness-based interventions, with the aim of making mental health support more accessible and scalable.

Laura Stembridge, founder of InsideOut, said football clubs have a unique opportunity to open up conversations around mental health.

“Football is about community, connection and supporting each other through both the highs and the difficult moments in life,” she said.

“By making mental health support available to fans as well as players and staff, Bolton Wanderers are showing real leadership. Our hope is that this partnership encourages people to talk more openly about their mental health and reminds them that reaching out for support is a sign of strength.”

The initiative will be officially launched during Bolton Wanderers’ home fixture on 17 March, with stadium announcements encouraging supporters to access the platform.

The partnership forms part of a wider campaign encouraging people to “Let the InsideOut” opening up conversations about mental health and reducing stigma.

As awareness around mental wellbeing continues to grow across sport, Bolton Wanderers hope the initiative will help ensure that supporters know they are never alone when facing life’s challenges.