Stoke City FC take stand against dementia

Stoke City FC have formalised their efforts to support people with dementia by joining the Staffordshire and Stoke-on-Trent Dementia Action Alliance (DAA).

Stoke City press room

Stoke City FC have already undertaken dementia friendly work to honour a commitment to becoming a dementia friendly football club. They have organised four dementia friends’ sessions resulting in over 100 of their staff becoming Dementia Friends, including their match day support team and their Community Trust Team. They predict that another 50 members of staff will become Dementia Friends over the next 10 to 12 months. 

There are more than 300 DAAs across England and they form groups of businesses and organisations committed to improving the lives of people with dementia in their respective areas. When an organisation joins an Alliance, they commit themselves to a number of clear, achievable actions. There are currently 5,575 members of DAAs across England.

Head of Stoke City’s Community Trust Adrian Hurst said:

'We are proud to have joined the Staffordshire and Stoke-on-Trent Dementia Action Alliance which brings together groups of determined people to make a real difference to the lives of people with dementia. More than 800,000 people in the UK live with dementia and we as a football club are committed to working hard to give them and their carers a brighter future.'

As part of their work to make the bet365 Stadium more accessible, the club are making further provisions for supporters with greater needs by installing additional disabled bays to comply with Accessible Stadium Guide recommendations and are improving current mid-terrace disabled bays. This work will take place whilst the capacity of the Stadium is increased by over 30,000. 

Kat Horner, Dementia Friendly Communities Officer, for the West Midlands said:

'We are delighted to welcome Stoke City FC as a member of the Dementia Action Alliance (DAA). The DAA’s role is to encourage local organisations and businesses to work together to make their area dementia friendly.'

'It’s been fantastic to see members coming together to raise awareness and support local people affected by Dementia. Stoke City FC play such an important role in the local community so we are pleased that they are now on board and encourage any other local businesses who are interested in being a part of a local initiative to make Stoke a dementia friendly community to get in touch.'

Members of the Staffordshire and Stoke-on-Trent DAA include Stoke-on-Trent City Council, Approach: a dementia service provider, and Asda Stafford, amongst others. Will Boyce, CEO of Approach, currently chairs the DAA. 

Rob Ledgar, Marketing and Communications Manager at Approach said: 

'We are delighted to have been able to support one of the largest and most influential organisations in the area and assist them to become a dementia friendly Premier League football club by joining the DAA. Stoke City are not only a key asset to the local community, their reach is truly international and widely recognised across the world, so for them to be talking about the future challenges we all have with dementia is wonderful.'

'The Community Team at the club led by Adrian Hurst, Steve Buxton and Carl Bennett have been very positive in helping raise awareness of dementia at the football club and their plans to spread this message further will inspire many other people and organisations to get involved.'

To get involved with the Staffordshire and Stoke-on-Trent DAA, please get in contact with Kat Horner, Dementia Friendly Communities Officer for the West Midlands, on 01543 255955 or,uk.

Alternatively, find out more about dementia friendly communities.