Alzheimer's Society and The Football Association Charity Partnership

Client: Alzheimer's Society

Alzheimer’s Society and The Football Association’s partnership is now into it’s third season. We’ve been using the power of football to raise awareness of dementia, reach new audiences and raise vital funds.

Football creates some of life's most memorable moments which are shared with friends, families and communities. But sadly, many of the 900,000 people living with dementia in the UK will lose those precious memories. Together, we have been working to change the conversation and end the stigma faced by all those who it affects, breaking down barriers that prevent people from accessing the help they need. Last year our activity focussed on the England women’s team, with the Lionesses hosting a dedicated Alzheimer’s Society international in support of our “forgotten third” campaign ahead of the FIFA 2023 World Cup in Australia. We also led the way in fan experience, making Wembley Stadium the first ever dementia friendly stadium. We have empowered the grassroots game through a new referral system to ensure every football fan can reach the support they need through their County FA’s and raised over £350,000 to fund Alzheimer’s Society’s Dementia Support Services and research into earlier and more accurate diagnosis of dementia.