Alzheimer's Society International 2025

History was made in October 2025, when 22 football fans living with dementia walked out alongside the players of England and Wales senior men’s teams ahead of their match at Wembley Stadium, as part of Alzheimer’s Society’s partnership with The Football Association (FA). The moment was delivered to represent the many different faces of dementia and encourage audiences to join Alzheimer’s Society and The FA to be part of the team working together to end the devastation of the UK’s biggest killer. Players of both teams also returned for the second half of the game wearing shirts with their names removed to draw attention to memory loss. The emotive activation was broadcast live to millions and was backed by an integrated comms campaign to tell the stories behind the faces that accompanied players onto the pitch.