Alzheimer's Society campaign returns in the Emirates FA Cup and ...

The Alzheimer’s Society and FA’s 'Support The Supporters' campaign will take place during the Emirates FA Cup third round and Adobe Women’s FA Cup fourth round from 9 to 13 January. 

The campaign was launched during last season’s Emirates FA Cup fourth round, and it aims to increase awareness of dementia symptoms and encourage fans to take the first steps in seeking an all-important diagnosis.

Assets will be shared with clubs in the men’s and women’s competitions for use across their channels to promote the campaign and its key messages. These will include a ‘nameless’ team sheet, which will draw attention to how people with dementia lose precious memories and even the names of their favourite football players, as well as further content for matchday programmes, big screens and stadium LEDs around their ties.

The third and fourth Round of the Emirates FA Cup and Adobe Women’s FA Cup are landmark dates in the football calendar, as clubs from the Premier League, EFL Championship and Barclays Women’s Super League enter the competitions. 

The rounds also come at an especially busy time for Alzheimer’s Society, as people often spot changes in loved ones over the festive period after seeing family members for the first time in a while. 

Calls to the Alzheimer’s Society Dementia Support Line were up 16 per cent in January 2024 compared to the 2023 monthly average. 

The Alzheimer’s Society’s symptoms checklist, which is endorsed by the Royal College of General Practitioners, offers fans information and advice on how they can spot symptoms and seek support and aims to aid discussions with GPs and healthcare professionals. 

Some clubs will also be sharing the important work they do to support fans affected by dementia, through locally run social and reminiscence programmes.

Someone in the UK develops dementia every three minutes, but at least one in three people living with the condition don’t have a diagnosis, with too many still thinking dementia is just a sign of normal ageing, unsure of symptoms or too afraid to visit their GP. 

But a diagnosis allows more time to plan for the future and unlocks the door to treatment, care and support. An Alzheimer’s Society survey revealed that 91 per cent of people affected by dementia saw clear benefits to getting a diagnosis, with many wishing they’d received one earlier.

Alzheimer’s Society CEO, Kate Lee, said: “Dementia is the biggest health and social care issue of our time, yet it isn’t the priority it needs to be. So many people still don’t know what symptoms to look out for, or the upside of getting a diagnosis when you are living with the condition. Without a diagnosis, support services and potential treatments are out of reach.

“Football offers an incredible opportunity to communicate with a captive audience and create change, so we are once again incredibly grateful to have the support of our partners at The FA and clubs across the country to spread these important messages to fans.”

Support those close to you by understanding which common dementia symptoms to look out for. Visit alzheimers.org.uk/sports to use Alzheimer’s Society’s symptoms checklist, get further information and donate to help fund research into early diagnosis.