Alzheimer’s Society campaign uses sport to raise the profile of dementia
The Alzheimer’s Society has used sport to boost the profile of dementia during World Alzheimer’s Month.
Broadcasters and organisations including TNT Sports, Sky Sports, TalkSPORT, the Football Association, League Managers Association, Premier League and English Football League have worked with the Alzheimer’s Society on content including dementia-focused interviews and short films with leading sporting figures.
Complimenting this coverage has been a badge campaign, with football managers at all levels wearing Alzheimer’s Society pin badges, and a walk in memory of former footballer, Denis Law, who died from dementia earlier this year.
Richard Thompson, England and Wales Cricket Board Chairman and Chairman of Alzheimer’s Society’s Sport United Against Dementia Board, says:
“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.”
Scott Young, EVP WBD Sports Europe, says:
“TNT Sports is privileged to be a part of this hugely important campaign to raise awareness of dementia and the battle we face as a society. It’s fantastic to be able to involve our team in supporting an important cause that is close to the hearts of so many.”
Films that were made for this campaign include:
The team behind the athlete – Mark Wood: https://youtu.be/DLMJHs0WWVA?si=ppFgsBDad43QWF-C
The team behind the athlete – Sir Geoff Hurst: https://youtu.be/HmF20Ky2UT8?si=qbugZKtBJJcxcVlN
The team behind the athlete – Georgia Stanway https://youtu.be/98ONsFTd3Hg?si=80pg6rOd4bu50d9Y
The team behind Andy Paul: https://youtu.be/ghMJCZIoQJY?si=Y1xswqg95N16T3cj
Find out more from the Alzheimer’s Society here: https://www.alzheimers.org.uk/news/2025-10-08/uniting-world-sport-world-alzheimers-month