Alzheimer’s Society Cymru launches guide to create dementia-friendly sports in Wales

Sports fans in Wales who are living with dementia will benefit from a new landmark guide from Alzheimer’s Society across the UK.

Alzheimer’s Society’s Dementia Friendly Sports Clubs and Venues guide was created by Alzheimer’s Society’s Sport United Against Dementia Board, which funded a dedicated role at the start of last year, including contributions from the Premier League and other sporting stakeholders. The charity has engaged directly with clubs from multiple sports, professional bodies and people affected by dementia, with the aim of sharing best practice and identifying key challenges and positive solutions.

Giving supporters living with dementia a smooth journey from sofa to stands, the guidance is designed for venues of all sizes to ensure fans with dementia are supported, understood and know where to get help on gamedays. 

The charity collaborated with clubs that have already implemented dementia-friendly procedures such as Swansea, Wolverhampton Wanderers, Brighton and Hove Albion, Everton, Manchester City and Surrey County Cricket Club.

There are 900,000 people with dementia across the UK, enough to fill Swansea’s Stadium almost 43 times, an estimated 50,000 of them live in Wales.

Head of Fan Engagement at Swansea City, Catherine Thomas said: “Two years ago a group of 12 people affected by dementia helped identify what the club could change to make their matchday experiences smoother. They fed back information such as navigating our website, purchasing tickets, car parking, getting through the turnstiles and buying food from the concourse.

“We converted a hospitality suite into an inclusion room for those with dementia, accommodating 50 people. It was in addition to our established sensory room and is a quiet space where fans can go if they become overwhelmed during a match. Whether a person with dementia has used the room or not, the feedback has been that they feel more comfortable attending matches knowing that facility is available.

“All stewards and frontline staff took part in Dementia Friends training sessions run by Alzheimer’s Society and in collaboration with the charity, also run café sessions where fans with dementia come together to reminisce and socialise. Swansea supporters have donated their old matchday programmes which we put in memory boxes.

“There are costs attached to some of the measures, but a lot of them are minimal or free and allow Swansea supporters to continue their lifelong passion of following their club.”

Joanna Sinclair looks after her mum, Sue, who helped Swansea City shape their dementia friendly provisions.  Since her dementia diagnosis, Sue struggles with emotions, language and is sensitive to touch, noise and change of environment.

Joanna added: “During lockdown when mum got her diagnosis, she was already missing her regular stadium trips. When football resumed, she found the experience not just positive but therapeutic.

“It is something she looks forward to. It provides her with a huge sense of belonging and community. The games bring her to life. She gets very lively and noisy at matches and has no problem getting her words out.”

The introduction of the guide has resulted in the Premier League, Racecourse Association pledging their commitment to become dementia friendly.

Alzheimer’s Society Cymru Country Manager, Jolian Ardolino said: “Sport should be unforgettable and have no boundaries. It can provide a universal language for young and old alike. The colours, laughter, camaraderie and the emotion, form a relationship with sport can last a lifetime. Providing an inclusive and accessible environment for people with dementia is not just about practical changes. It is creating a culture, both in and outside the organisation.

“Sports clubs help people affected by dementia retain their sense of purpose, dignity and allow them to maintain a good quality of life. Small changes such as increased signage, offering quiet spaces, changes to ticket policies, seat allocation near accessible facilities and staff training can result in significantly better experiences for spectators.”

A veteran season ticket holder with dementia might feel like they are attending for the first time, every time they visit. That shows why clear and bold signage can help them to better understand and navigate their surroundings.

With short-term memory often impacted matchday difficulties can include losing tickets, forgetting where their seat is, navigating their way to the ground via public transport and turning up at the wrong time. Feelings of confusion and disorientation are common, while many with dementia report feeling frustrated asking for food at kiosks as they struggle finding the right words.

Symptoms for people with early-onset dementia can appear as drunkenness, leading to problems in stadiums when stewards misread a situation. For other spectators with dementia, complications begin before match day as they insist using technology is challenging and club websites can be alienating.

Jolian continues: “People with dementia are often forced to give up the things they have always enjoyed, such as watching live sport because of inaccessible environments. Sport plays an important role in keeping people connected within their communities, creating new memories or revisiting old ones.”

The FA has extended its official charity partnership with Alzheimer’s Society across the UK, until July 2024. The partnership has already made a tangible impact – over the past two seasons, the partnership has raised over £400,000, with thousands more fans, players and staff now knowing where to go to access vital dementia support.

If you’re worried about dementia and need more information or support, contact Alzheimer’s Society Cymru. Visit www.alzheimers.org.uk or call 0333 150 3456 (Welsh speakers can call the Welsh language support line on 0330 094 7400).