Sport Industry Group partners with Alzheimer’s Society
Sport Industry Group (SIG) has announced a partnership with the UK’s leading dementia charity, Alzheimer’s Society.
The agreement sees Alzheimer’s Society’s pioneering campaign, Sport United Against Dementia become an Official Partner to the FEVO Sport Industry Awards 2025, which takes place on Thursday 15th May 2025.
The campaign will benefit from branding at the biggest night of the sport industry calendar, as well as exposure across all of SIG’s digital channels in the lead up to the event.
Great sport should be unforgettable, but sadly for around one million people living with dementia, this isn’t the case.
One in three people born in the UK today will develop dementia in their lifetime. But thousands are living with undiagnosed dementia – with many thinking the terminal condition is a natural part of ageing, unsure of what the symptoms are and too afraid to visit a GP.
Currently, at least one in three people living with dementia don’t have a diagnosis. Therefore, SIG has joined forces with Alzheimer’s Society to help raise awareness of this issue and improve diagnosis rates across the sport industry. This is vital to ensuring people have access to the care, treatment and support they desperately need.
SIG Chairperson, Nick Keller, who also sits on the Sport United Against Dementia board, said, “Few of us in the industry remain untouched by the heartbreaking impact of dementia – whether that be a parent, grandparent or friend. We hope that the partnership will support all the incredible work involved in the Sport United Against Dementia campaign.
“Dementia in sport is a pertinent topic, and as an industry we have the power to ensure that these conversations do not just lead to prevention but recognise the importance of diagnosis as well.
“Promoting Sport United Against Dementia at this year’s Awards can contribute to raising the awareness that is so crucial given the current statistics around dementia in the UK.”
Kate Lee, Alzheimer’s Society’s Chief Executive, added, “Alzheimer’s Society is proud to be working alongside Sport Industry Group to reach fans and industry professionals who might be worried about dementia but are unsure where to turn. Dementia is the UK’s biggest killer but sadly thousands of people are facing the devastating realities of dementia without access to the vital care and support that a diagnosis can bring.
“We need to break down the stigma associated with dementia and we are so grateful to partners like SIG for giving us such an incredible platform through which to do this. I would encourage anyone with concerns to visit alzheimers.org.uk/sport for information or to download our helpful symptoms checklist”.
If you or a loved one are worried about dementia and need support in taking your first steps towards getting a diagnosis, visit alzheimers.org.uk/sports to download Alzheimer’s Society’s symptoms checklist, donate to pioneering research and receive further information.
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