The FA and Alzheimer's Society extend charity partnership until 2028

Jun 14
2 min read

The Football Association and Alzheimer's Society have agreed a two-year extension to their charity partnership, taking the relationship through to the end of the 2027-28 football season.

The charity partnership agreement will mark a seventh year of collaboration between the organisations, which began in 2021 and has generated over £1.6 million for dementia support, awareness and research programmes.

The charity partnership has combined fundraising activity with efforts to raise public awareness of dementia and encourage people to seek advice and support following a diagnosis.

To mark the extension, England men's manager Thomas Tuchel and England women's manager Sarina Wiegman wore Forget Me Not badges during recent international fixtures in support of Alzheimer's Society's annual awareness appeal.

One of the most widely recognised moments of the charity partnership took place in October 2025 when England's men's international against Wales at Wembley Stadium was designated an Alzheimer's Society International fixture. Instead of traditional child mascots, supporters living with dementia accompanied both teams onto the pitch before kick-off.

The initiative attracted widespread attention and was praised for highlighting the experiences of people affected by dementia.

More recently, the organisations collaborated ahead of the 2026 FA Cup Final, taking the famous trophy to Alzheimer's Society services in London and Manchester. Former footballers Paul Canoville and Shaun Wright-Phillips participated in visits designed to engage supporters living with dementia.

According to Alzheimer's Society, one in three people born today is expected to develop dementia during their lifetime. Dementia remains the leading cause of death in the UK, yet misconceptions surrounding symptoms and diagnosis continue to create barriers to accessing support.

Over the course of the charity partnership, the organisations have also worked together to improve accessibility and dementia awareness within football venues, including initiatives aimed at making Wembley Stadium more dementia-friendly.

The renewed charity partnership agreement is expected to see further fundraising campaigns, awareness initiatives and matchday activities take place over the next two seasons.

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