The FA has today announced a new two-year extension of their charity partnership with Alzheimer’s Society, which will now run until the end of the 2027-28 season.
This new extension will take The FA’s collaboration with Alzheimer’s Society into a seventh year, giving them further scope to build on the £1.6million that they have already raised for the charity since their partnership started in 2021.
Those funds have supported Alzheimer’s Society to conduct groundbreaking research, and the partnership has helped spread important awareness of how and where people can access vital dementia support.
To celebrate the extension, England’s men’s and women’s senior head coaches, Thomas Tuchel and Sarina Wiegman, proudly wore their Forget Me Not badges during the national teams’ matches earlier this month. This showed their support for Alzheimer’s Society’s Forget Me Not Appeal, which runs throughout June and encourages the nation to buy a badge to help fund the charity’s incredible work.
This partnership has created some truly memorable occasions over the years. In October 2025, England men’s senior fixture against Wales at Wembley Stadium connected by EE was designated as The FA’s Alzheimer’s Society International. As part of the occasion, The FA invited people living with dementia to escort the Three Lions and the Welsh team onto the pitch ahead of kick-off, creating a powerful and moving moment for the players, our fans, and everyone watching the match.
More recently, in the build-up to the 2026 Emirates FA Cup Final, The FA took the famous trophy to Alzheimer’s Society services in London and Manchester to surprise fans of Chelsea and Manchester City. Former Blues winger Paul Canoville joined a Dementia Cafe session at the St Vincent’s House Day Centre in Hammersmith, whilst Shaun Wright Phillips – who lifted the trophy with both clubs – was the special guest at a Singing for the Brain session at the Humphrey Park Community Centre in Manchester.
One in three people born today will go on to develop dementia in their lifetime. It’s the UK’s biggest killer, but too many people still think dementia is just a sign of normal ageing, are unsure of the symptoms and are too afraid to visit their GP. A timely diagnosis can allow families more time to plan for the future and unlock the door to treatment, care and support.
Mark Bullingham, FA Chief Executive, 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. 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 we 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’re thrilled to be extending our partnership with The Football Association once again. In five years, we’ve raised £1.6m, 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 Stadium alongside adult football fans with dementia. This became a huge national talking point.
“We’re 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.”
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