FA and Alzheimer’s Society Extend Charity Partnership To 2028
The Football Association has announced a two-year extension of its charity partnership with Alzheimer’s Society, taking the collaboration into a seventh year through to the end of the 2027–28 season.
The Football Association (FA) has confirmed it will continue its award-winning partnership with Alzheimer’s Society until 2028, building on more than £1.6 million already raised for the charity since the alliance began in 2021. The extension represents one of the most significant and enduring charity partnerships in English football.
The funds raised over the past five years have enabled Alzheimer’s Society to conduct groundbreaking dementia research, whilst the partnership has also played a vital role in widening public awareness of the support available to those living with the condition and their families.
To mark the announcement, England’s men’s and women’s senior head coaches — Thomas Tuchel and Sarina Wiegman — wore Forget Me Not badges during their respective national team fixtures earlier this month, demonstrating their personal support for the charity’s flagship Forget Me Not Appeal.
The partnership has generated a series of powerful and high-profile moments over the years. In October 2025, England’s men’s senior fixture against Wales at Wembley Stadium was designated as The FA’s Alzheimer’s Society International.
In a moving departure from tradition, people living with dementia were invited to escort both the England and Wales squads onto the pitch in place of the usual child mascots — creating what many described as one of the most emotionally resonant moments seen at the national stadium in recent memory. The occasion generated considerable national media coverage and public discussion around dementia awareness.
More recently, in the build-up to the 2026 Emirates FA Cup Final, The FA took the iconic trophy to day services in both London and Manchester to surprise supporters of the two finalist clubs, Chelsea and Manchester City.
Former Chelsea winger Paul Canoville joined a Dementia Café session at St Vincent’s House Day Centre in Hammersmith, whilst former Manchester City and Chelsea midfielder Shaun Wright-Phillips — who has lifted the FA Cup with both clubs — served as special guest at a Singing for the Brain session at Humphrey Park Community Centre in Manchester. Such events underline the partnership’s commitment to reaching those most affected by dementia at a grassroots and community level.
The statistics underpinning the partnership’s purpose remain stark. One in three people born today will develop dementia during their lifetime, making it the UK’s biggest killer. Yet misconceptions persist: too many people continue to regard dementia as a normal part of ageing, remain uncertain of the symptoms, or feel reluctant to seek a GP’s assessment. A timely diagnosis can be transformative — affording families the opportunity to plan for the future and opening doors to treatment, care and support.
Mark Bullingham, Chief Executive of The FA, said: “We are delighted to extend our successful charity partnership with Alzheimer’s Society and to take it into a seventh year. Through the power of football, we have been able to achieve so much together over the last five years, both raising vital funds and creating important awareness for this cause
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“Seeing the England and Wales teams walking out alongside people living with dementia at our Alzheimer’s Society International match last year was truly something special to witness, and I know how much it meant to our players. We are very proud to continue supporting Alzheimer’s Society and are excited by what more we can do together over the next two years to make a real difference for people affected by dementia.”
Michelle Dyson CB, Chief Executive Officer of Alzheimer’s Society, added: “We are thrilled to be extending our partnership with The Football Association once again. In five years, we have raised £1.6 million, hosted four Alzheimer’s Society International fixtures and worked together to make Wembley Stadium dementia-friendly.
“One of the most moving moments came last October when, in place of child mascots, the England and Wales men’s national teams walked into a packed Wembley alongside adult football fans living with dementia. This became a huge national talking point. We are so grateful to The FA and to football fans across the country for standing with us to raise awareness and funds so that we can continue to make a real difference to people affected by dementia.”
