The FA and Alzheimer’s Society announce extension of charity partnership for fourth year

Alzheimer’s Society became the official charity partner of The FA in August 2021, and will begin a fourth year of collaboration for the 2024/25 season. 

The extension was revealed today as England’s men’s team prepare for their UEFA EURO 2024 quarter-final clash against Switzerland on Saturday, with the England and Lionesses social media channels celebrating some of the partnership’s key achievements to date.

Looking back at our partnership so far

Over the past three seasons, the partnership between The FA and Alzheimer’s Society has raised over £870,000, with thousands more fans, players, and staff now knowing where to go to access vital dementia support, changing the game for fans and players in years to come.  

One in three people born today will go on to develop dementia in their lifetime. It’s the UK’s biggest killer, but too many people still think dementia is just a sign of normal ageing, are unsure of the symptoms, and are too afraid to visit their GP.

In the last year of the partnership, Alzheimer’s Society and The FA have been working to raise awareness of dementia and the importance of diagnosis. A timely diagnosis can allow families more time to plan for the future and unlock the door to treatment, care and support.

At the third annual Alzheimer’s Society International in March, England’s men appeared for the second half in nameless shirts to draw attention to memory loss, one of the most common symptoms of dementia. 

The stunt inspired a 125% uplift in total website traffic, with visits to the Alzheimer’s Society symptoms checklist up by a staggering 744% compared to the rest of the month.

Support the supporters campaign

In January 2024, the partnership launched its Support the Supporters campaign across The Emirates FA Cup 4th Round weekend. This galvanised support from clubs and organisations across the football pyramid to encourage fans to seek a timely diagnosis if they were concerned about themselves or a loved one. Visits to the Alzheimer’s Society symptoms checklist peaked at 96% higher than the typical daily average as a result.

Tackling the UK's forgotten crisis

Kate Lee, CEO of Alzheimer’s Society, said: “We are thrilled to continue our fantastic work with The FA! Football has the power to change lives and this partnership has allowed us to reach so many new people over the last three years. We are determined to use this unique platform to continue striving for a future where football is unforgettable.” 

Mark Bullingham, CEO of The FA, added: "Extending our partnership with Alzheimer’s Society for a fourth year is a testament to the significant impact we have made together. We are incredibly proud to work so closely with a charity at the forefront of tackling the UK’s forgotten crisis. Dementia touches the lives of so many, including millions of football fans, and it is our privilege to support such an important cause. We look forward to the year ahead and continuing to make a difference in the lives of those affected by dementia."

Other key achievements of the partnership to date include:

• Three Alzheimer’s Society Internationals with England’s senior men’s and women’s teams have raised £170,000 in total, and have increased awareness of dementia, its symptoms and the importance of diagnosis
• In 2023, Wembley Stadium became the first national stadium to be made more dementia friendly, using feedback from people affected by dementia to improve accessibility and increase staff understanding and knowledge of dementia
• County FAs across the country are now set up as Alzheimer’s Society referral partners, allowing them to confidently signpost fans and players worried about dementia to support
• 149 members of staff at The FA are now Dementia Friends, meaning they are armed with the knowledge and understanding to allow them to do small everyday things that help those living with dementia

As the partnership enters its fourth year, both organisations are committed to building on these successes and continuing to change the game for individuals and families affected by dementia.