On October 9, 2025, Wembley Stadium witnessed a moment that went far beyond the beautiful game. As England and Wales prepared to face off in a friendly, the spotlight shifted from footballing rivalry to a powerful show of unity against one of the UK’s most pressing health challenges: dementia. In a break from tradition, the usual child mascots were replaced by 22 adults living with dementia, each nominated from communities across England and Wales, to walk onto the pitch with the players. This emotional gesture was part of the fourth Alzheimer’s Society International, a dedicated fixture born from the ongoing partnership between the Football Association (FA) and the Alzheimer’s Society, which began in 2021.
The event was more than just a symbolic act. It was a clarion call to fans, families, and the wider public to recognize the many faces of dementia and to join the fight against what remains the UK’s biggest killer. According to Daily Mail, the 22 adults represented various types of dementia—an umbrella term for a range of conditions characterized by an ongoing decline in brain function. Their presence on football’s grandest domestic stage aimed to challenge stereotypes and show that a dementia diagnosis does not mean an end to living or enjoying life.
The moment was made even more poignant as the players, led by England’s stand-in captain Declan Rice and Wales’ Ben Davies, stood shoulder to shoulder with the mascots during the national anthems. The crowd, a sold-out Wembley, responded with a warm and heartfelt reception. For those on the pitch, it was a chance to show that football is about much more than goals and glory—it’s about community, compassion, and breaking down barriers.
Andy Paul, a 66-year-old fan diagnosed with dementia in 2019, was one of the mascots who walked out with the players. Reflecting on the experience, he told BBC, “I didn’t think at my age I’d ever do something like this, and I was absolutely overwhelmed when I heard the news. I’m going to cherish this opportunity; to have my family there watching and to share the moment with them will be incredibly special.” Andy’s hope was that his participation would help others see that dementia isn’t always what people expect, and that life can—and should—go on after a diagnosis. “Being diagnosed doesn’t mean you suddenly stop doing the things you love,” he added.
For Newcastle defender Dan Burn, who met Andy and another mascot before the game, the event was an eye-opener. “I was a bit nervous when I was told I would be meeting fans with dementia, as I wasn’t sure how to act. But Nigel and Andy weren’t what I was expecting at all, and I can honestly say it opened my eyes to some of the assumptions people make about dementia,” Burn admitted. Andy echoed the sentiment, describing Burn as “fantastic with us, speaking from the heart and eager to learn about our experiences of dementia, which is the attitude people should have.”
The theme of teamwork ran through the night, underscored by the message that beating dementia will require a united effort. During the national anthems, fans were encouraged to “join our team”—a call to donate, campaign, or seek support for themselves or loved ones. The FA’s official charity partnership with the Alzheimer’s Society has already raised over £1.3 million in four seasons, with support from partners like Hilton Hotels & Resorts, who provided travel and accommodation for the mascots and their families to ensure no one missed out on this special night.
This wasn’t the first time the Alzheimer’s Society International fixture took place, but each year, the event finds new ways to highlight the realities of dementia. In keeping with previous editions, the players returned to the field for the second half without names on the backs of their shirts—a striking gesture meant to draw attention to memory loss, one of dementia’s most visible and challenging symptoms. Regular reminders of the Alzheimer’s Society’s support hotline (0333 150 3456) were broadcast throughout the match, ensuring that anyone in need knew where to turn for help.
Mark Bullingham, CEO of the FA, was clear about the importance of the partnership. “Our partnership with Alzheimer’s Society continues to raise vital funds and awareness for those impacted by dementia, and the 22 people living with a diagnosis who will walk out at Wembley Stadium alongside the national teams will ensure this message resonates more than ever,” Bullingham said before the match. After the event, he reflected on the power of the moment: “This was an incredibly proud moment for us as an official partner of Alzheimer’s Society. The image of the 22 mascots walking out at Wembley is a striking reminder of the ability football has to inspire beyond the pitch. We hope the entire nation will be encouraged to join our team in the fight against dementia.”
Alex Hyde-Smith, Chief Marketing Officer at the Alzheimer’s Society, echoed Bullingham’s sentiments. “This year’s Alzheimer’s Society International promises to be a historic night, showcasing so many different experiences of dementia and providing a special moment for our mascots and their families. We know beating dementia will require the ultimate team effort, and football is the ultimate team game. Players need their teammates, coaching staff and fans to support them, and likewise, people affected by dementia need a team of family, carers and doctors. It will take a society to beat dementia and, as with any successful team, we all have a role to play.”
For those living with dementia, the event was more than just a night at the football. Nigel Palmer, another mascot, described the experience as “brilliant,” adding, “I can’t believe it. Standing out there alongside the players, with the atmosphere and the anthems playing, it was a special moment and I feel very lucky to have been part of it. Thank you to Alzheimer’s Society and the FA for making it happen.”
England manager Thomas Tuchel also weighed in, expressing gratitude that his team could help shine a light on a subject affecting so many. “We’re so happy that we can raise a subject like this and bring it into the spotlight,” Tuchel said. “I think this is only a positive thing that we can do as a national team and I know that the players are happy to contribute to such actions. It makes you aware how lucky we are and how privileged we are and makes us just very, very grateful. So, the best wishes and full support goes out to everyone who is affected, to all the families who are affected and stay strong, please.”
As the night drew to a close, it was clear that the event had achieved more than just raising money or awareness. It challenged assumptions, celebrated resilience, and reminded everyone watching that, when it comes to tackling dementia, every role—on or off the pitch—matters. The sight of 22 adults living with dementia leading out their heroes at Wembley was a testament to the power of football to unite, inspire, and make a difference, one step at a time.
