Uniting The World Of Sport For World Alzheimer’s Month
For the second consecutive year the Alzheimer’s Society has united the world of sport to raise awareness of dementia throughout World Alzheimer’s Month.
For the month of September Alzheimer’s Society has partnered with internationally renowned sports organisations including TNT Sports, Sky Sports, TalkSPORT, the Football Association, League Managers Association, Premier League and English Football League, to name a few.
The partnerships will see compelling and original content shine a light on dementia and Alzheimer’s Society’s latest campaign: It Will Take a Society.
As part of the campaign, icons from across the sporting divide including England cricketer, Mark Wood, England Lioness and double Euro’s winner, Georgia Stanway and 1966 England World Cup winner, Sir Geoff Hurst, candidly share their personal experiences of dementia and reminisce about the teams that propelled them to success.
The campaign, and the content, highlight the role that teamwork plays in sporting success and why this must be emulated in the fight against dementia.
Its aim is to encourage as many people as possible to join the fight against dementia by donating, volunteering, campaigning or becoming a Dementia Friend1.
England and Wales Cricket Board Chairman, Richard Thompson, also Chairman of Alzheimer’s Society’s Sport United Against Dementia Board, gave a live interview on Sky Sports Cricket during the England versus South Africa One Day International at the Ageas Bowl.
Richard shared the devastating impact dementia has had on his parents and why he’s lending his support to the campaign:
I created Sport United Against Dementia a few years ago with Alzheimer’s Society after the loss of my father, and my mother currently lives with dementia. I felt that while I’m in the unique position to make a difference, I must do something about this.
Richard Thompson added:
“Sport is the great unifier. It brings people together like no other.
I remember watching cricket matches with Dad while he was living with dementia and while he couldn’t remember the names of his grandkids, he could still remember Jim Laker taking wickets in the 50s. There’s something about sports that ignites memories like no other which is why I’m determined that sport will unite behind this disease that we desperately need to fight”.
Richard’s interview was preceded by an Alzheimer’s Society original film in which Mark Wood bravely shared his personal connection to dementia for the first time publicly and the impact the condition has had on him and his family.
Elsewhere, and for the second year running, Alzheimer’s Society has partnered with TNT Sports to broadcast three short but powerful films exploring how success in sport, and in life, is never a solo act.
Commissioned and produced by TNT Sports, the three films feature brand new, exclusive interviews with former Chelsea and England men’s football international, Joe Cole, former Rangers and Scotland Men’s international, Ally McCoist, and former West Ham and Jamaica men’s football international, Michail Antonio.
All three football legends reveal who they believe is the greatest football team ever assembled and reflect on the moments and teamwork that helped them achieve success.
The first of the three films was broadcast across TNT Sports Channels on Saturday 13 September, including during TNT Sports’ live coverage of Arsenal versus Nottingham Forest, and will run through to the Merseyside Derby on 20 September, a day prior to World Alzheimer’s Day on 21 September.
Corinne Mills, Chief Executive of Alzheimer’s Society, said:
We are immensely grateful for the support of our fantastic partners in raising much needed awareness of dementia throughout September. World Alzheimer’s Month serves as a poignant and stark reminder that dementia is the UK’s biggest killer and the biggest health and social care issue of our time.
“Sport has the unrivalled ability to bring about meaningful change and that is why we’re incredibly proud to once again be uniting the world of sport behind dementia to raise awareness and get sports fans the dedicated support they need, because no one individual can beat dementia. It will take a society.”
September has also seen Alzheimer’s Society partner with the Football Association, League Managers Association, Premier League and English Football League to launch its badge campaign across the 19 – 22 September.
Managers across the football pyramid will be wearing Alzheimer’s Society pin badges to raise awareness at every level and call on fans to join the team and help end the devastation of dementia
Alongside this, Alzheimer’s Society has also partnered with Huddersfield FC who have organised a walk in memory of former player and Ballon D’or winner, Denis Law, who sadly died from dementia in January this year.
Beginning at the Etihad, the 25 mile walk will finish at the Kirklees stadium ahead of kick off against Burton FC on 20 September. Organised by former Huddersfield striker, Andy Booth, the walk will see over 120 fans take to the streets to raise vital funds and awareness of dementia.
