Wembley Stadium has launched a friendly match day experiment for dementia sufferers

Wembley will become the UK’s first national dementia-friendly stadium in a bid to keep fans affected by the disease “in the heart of the action”.

The Football Association and the Alzheimer’s Association, the official charity partner, have teamed up to improve the match day experience for people with dementia, who may find sports venues overwhelming and overwhelming.

Football’s governing body has also backed the Alzheimer’s Association’s new guide to dementia-friendly sporting clubs and venues, while the Premier League and Racecourse have made their commitment to becoming dementia-friendly.

Kate Lee, executive director of the Alzheimer’s Society, said: “We want to see all sports demonstrate their commitment to giving fans with dementia a seamless journey from the couch to the stands.

“We are pleased to see that our historical guidance is so well received by organizations across multiple sports.

“We hope this will help promote a more inclusive, accessible and welcoming environment for sports fans with dementia so they can stay in the heart of the action.”

Following a review of Wembley Stadium by people with dementia, steps have been taken to improve accessibility and increase understanding of the condition.

Public facing staff such as field stewards will receive tailored training and there will be greater visibility of services available such as dedicated lifts and transfers at Wembley.

Stadium director Liam Boylan said: “The changes we’ve made at Wembley are the first steps to ensure those with dementia are not excluded from the beautiful game and can continue to enjoy the sport they love, knowing that their support and well-being is our top priority.

“Sport has an unrivaled power to inform, educate and highlight important issues, and we look forward to continuing to work closely with the Alzheimer’s Association.”

The directory of dementia-friendly sports clubs and venues has been created and funded by the Alzheimer’s Association’s United Sport Against Dementia Council, with input from the Premier League and other sporting stakeholders.

The Premier League’s Head of Community, Nick Birchard, said: “The importance of creating an inclusive atmosphere for fans is of paramount importance to the Premier League and its clubs.

“We look forward to seeing this historic guidance put further into the game and making a measurable difference for families affected by dementia.”

Paul Swain, Director of Communications for the Racecourse Association, added: “We work closely with the Alzheimer’s Association and support their historic guidance to keep fans at the heart of racing’s most memorable moments, as part of British Horseracing’s ongoing commitment to inclusion.”

The Alzheimer’s Society said 900,000 people in the UK suffer from dementia – ‘enough to fill Wembley for 10 times more’ – and attending sports facilities presents unique challenges.

The Alzheimer’s Association said many find game days overwhelming and overwhelming due to the large crowds and noise levels, as well as the inability to communicate.

Jonathan Pinckney, son of Brighton season card holder John Pinckney, who has dementia, said: “Dad had always been a Brighton fan but his dementia diagnosis changed everything.

“He gets concerned if it gets really crowded and crowded, especially in the queues. But on the few occasions I needed help from my Brighton hosts, they were incredibly supportive.

“Going to a football match is great because for 90 minutes dad was just a dad, as he always has been. That’s why the Alzheimer’s Association’s work to make stadiums dementia-friendly is great.”

Swansea partnered with Alzheimer’s Society Cymru in 2021 and set up a working group of fans with dementia before implementing a series of improvements.

Among them, the first and last steps at the Swansea.com stadium have been painted red to help fans with perception problems.

Swansea’s Head of Hospitality and Fan Engagement, Catherine Thomas, said: “We strive to make a real difference to families affected by dementia.

“As well as providing earplugs in case noise dampening is required at our games, we also have an inclusion room, which can provide a quiet space for game viewing during matches, while our disabled liaison officers have undergone peer training. Help is available where they can.”

The FA’s partnership with the Alzheimer’s Association, which began in 2021 and has been extended until July 2024, has raised more than £400,000.

The Alzheimer’s Society estimates that by 2025 one million people will be living with the disease in the UK, and many more millions of carers, partners, family and friends will be affected.

Dementia deaths are increasing year on year, and 225,000 people will develop dementia in 2023 – at a rate of one every three minutes – while one in three people born in the UK today will have the condition.