Football Unites to Demand Better Dementia Diagnosis: What It Means for Families

This September, football pitches across England are carrying a message that matters far beyond the sport itself. Managers and head coaches from the Premier League, EFL, Women’s Super League and beyond are wearing Alzheimer’s Society badges during matches to mark World Alzheimer’s Month, shining a light on a problem that affects hundreds of thousands of families across the UK: the long, painful wait for a dementia diagnosis.

New research from Alzheimer’s Society has made the scale of that problem impossible to ignore. Nearly half of people waited more than six months for a diagnosis after first seeking help, and over a third of people living with dementia in the UK never receive one at all. Behind those statistics are real families, left without answers and without the support they need.

Why Diagnosis Delays Matter So Much

A dementia diagnosis is not just a label. It opens the door to proper support, care planning, and access to services that can genuinely improve quality of life for both the person living with dementia and the people who care for them.

Without that diagnosis, families are left in limbo. They may see changes in a loved one and not know what they are dealing with. They carry the weight of uncertainty without any framework for understanding what lies ahead or how to prepare.

The Alzheimer’s Society survey found that long waits affected carers’ work, finances and mental wellbeing. This is not an abstract concern. These are the real pressures felt by millions of people who are doing their best to support someone they love.

What the Football Campaign Is Asking For

The initiative, led by the League Managers Association for the third year running, is backed by The FA, Premier League, EFL and Women’s Super League. Managers and coaching staff wore the Alzheimer’s Society forget-me-not badge during fixtures in the weekend of 18 to 20 September, ahead of World Alzheimer’s Day on 21 September.

England manager Thomas Tuchel joined the campaign during the Three Lions’ UEFA Nations League fixtures, extending the reach of the message to an international audience. Alzheimer’s Society also works across multiple sports through its Sport United Against Dementia programme, bringing sporting figures together to raise awareness and funds.

The message at the heart of the campaign is clear: dementia is the UK’s biggest killer, and the current level of diagnosis support is not acceptable.

Voices From the Touchline

What makes this campaign especially powerful is that many of the managers involved are speaking from personal experience. Dean Smith, head coach of Charlotte FC and former Aston Villa and Brentford manager, lost his father to dementia in 2020.

“I know the heavy toll dementia takes not just on the person living with it, but on those around them too. So many people are left in limbo without a diagnosis, waiting for answers and access to better support and care, and that’s simply not good enough.”

Marc Skinner, who has coached Birmingham City Women and Manchester United Women, reflected on the stigma his grandparents faced when his grandfather Duncan was diagnosed.

“People shouldn’t have to muddle through. Football can be used in a fantastic way to share the message that you do not have to go through this alone.”

LMA Chief Executive Richard Bevan OBE put it plainly: “We rightly don’t accept that level of inaction for other diseases and the same should be true for dementia.”

Spotting the Signs Early Can Make a Real Difference

Research suggests that an earlier diagnosis may give families more time to plan, access support, and make decisions together while the person living with dementia can still be closely involved. It may also allow access to treatments that could help manage some symptoms.

If you have noticed changes in a loved one, such as increased forgetfulness, confusion, difficulty with everyday tasks, or personality changes, it is worth speaking with a GP as a first step. Alzheimer’s Society also offers a free dementia symptoms checklist that can help you gather your thoughts before that appointment.

How Home Care Can Support Families Waiting for a Diagnosis

The period before and after a dementia diagnosis can be one of the most stressful times a family faces. Practical support at home can make a significant difference during this time, whether that means help with daily routines, companionship, or simply giving a family carer some breathing room.

At SD Care, our dementia care service is built around the individual. We recognise that every person’s experience of dementia is different, and we take time to understand each person’s needs, preferences and life story before we begin.

We also understand the toll that caring for someone with dementia takes on family members. Our carers work alongside families, not instead of them, offering support that fits around the life the person with dementia has always known.

You Do Not Have to Face This Alone

The football campaign carries a message that resonates far beyond the sport: no one should have to face dementia without support. Whether you are still seeking a diagnosis, adjusting to a recent one, or caring for someone whose needs are increasing, there is help available.

Dementia care at home means familiar surroundings, familiar routines and a caring presence that makes each day as comfortable and meaningful as possible. It is not about replacing family; it is about strengthening the support around someone you love.

If you are worried about someone, trust that instinct. Speak to a GP, use the Alzheimer’s Society checklist, and reach out to a care provider who can talk through your options without any pressure.