The Football Association

About our partnership with The Football Association

Since 2021, Alzheimer’s Society and The Football Association (The FA) have proudly partnered to harness the power of football raising awareness of dementia and improving access to support.  

Together, we have raised over £1.6 million to fund vital research and services, while also reaching millions of people with dementia symptom awareness information and signposting to available support via stadium screens, match day programmes and more.  

Through high profile Alzheimer’s Society International fixtures with men’s and women’s first teams, the partnership has driven national conversation and media coverage and been recognised through award wins such as PR Moment 2026 ‘Not for profit campaign of the year’. 

Powerful moments include players wearing nameless shirts to reflect memory loss, to mascots living with dementia walking out at Wembley alongside England and Wales. Moments that have helped bring the realities of dementia into the spotlight.  

Funding a Memory Café

At the heart of the partnership is a shared commitment to creating meaningful impact in the community. The FA has funded the launch of the Memory Café at Wembley Stadium. 

This is a new weekly dementia service supported by FA staff and volunteers, helping residents in Brent who are affected by dementia to connect, share experiences, build friendships and take part in activities such as Singing for the Brain and seated exercises.  

The first dementia inclusive national stadium

Together, we have worked to make the world-famous Wembley Stadium the first national stadium in the UK to become more dementia inclusive.  

Improvements to the online ticketing experience and dedicated staff training means fans affected by dementia can remain part of the game day experience.

Beyond Wembley, 41 county FAs are now trained as Alzheimer’s Society referral partners, helping to identify fans or players with concerns about dementia symptoms and connect them to Alzheimer’s Society’s services and contributing to the FA’s objectives around grassroots football.

Past and present England players have played a vital role - sharing their stories, meeting fans affected by dementia, and encouraging the public to learn more about the signs and symptoms.