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Stoke City Football Club

Stoke City Football Club is a professional football club based in Stoke-on-Trent, Staffordshire that plays in the Premier League.

24 March 2017
West Midlands
Local Alliances:
Staffordshire and Stoke-on-Trent Dementia Action Alliance

1. Action Plan

1. The National Dementia Declaration lists seven outcomes that the DAA are seeking to achieve for people with dementia and their carers. How would you describe your organisation’s role in delivering better outcomes for people with dementia and their carers?

Being part of the DAA is a natural progression for Stoke City Football Club as part of its commitment to its local community. The club prides itself on making a difference to individuals and the wider Staffordshire society. As with all sections of society there are a growing number of older people accessing their facilities and like all sections of society these supporters wish to enjoy the thrills and spills of Premier League football. By being part of the DAA, Stoke City Football Club in partnership with Approach feel they are ideally positioned to highlight why dementia is an issue in today’s society.

2. What are the challenges to delivering these outcomes from the perspective of your organisation?

The three actions outlined in our application will be monitored through the ongoing commitment of both partners Stoke City Football Club and Approach and will be fed into the larger Staffordshire Dementia Action Alliance of which the CEO of Approach is the current Chair.

Member website


2. Actions

  • Dementia Friendly Match Days for Staff

    Stoke City Football Club are committed to the principle of being a Dementia Friendly Football Club and over the last 12 months they have hosted four dementia friends sessions, resulting in more than 100 staff - including the match day support team. As part of the club’s ongoing commitment to the Dementia Action Alliance, further sessions are to be arranged with key sections of staff including the Community Trust Team, who have spearheaded this initiative. It is predicted that over the next 10 to 12 months a further 50 members of staff and volunteers will attended Dementia Friends sessions as part of their ongoing training and professional development. These outcomes will be supported by the voluntary sector organisations Douglas Macmillan Hospice and Approach which has been providing information support and advice to people affected by dementia in Staffordshire for 35 years and have partnered with Stoke City Football Club in their application to the Dementia Action Alliance.


    2017 - First Quarter Update

    New member

  • To improve the match day experience by enhancing the environment for people affected by dementia with both individual and informal care

    For the start of the 2017/2018 season Stoke City Football Club will see the capacity at the bet365 Stadium increase to over 30,000. As part of the multi-million pound project, the Club are also installing two state-of-the-art LED big screens and making further provision for disabled supporters. As well as work on the corner, the Club are also installing additional disabled bays to comply with the Accessible Stadia Guide recommendations, as well as improving current mid-terrace disabled bays which will be fitted with riser platforms and wheelchair lifts. A high-level wheelchair platform will also be installed in the North East corner above Delilah's Bar, while almost 17,000 seats will be replaced.

    This work is to be further enhanced with an intention to improve the experiences for individuals with dementia and their accompanying carers and family members.

    Approach will support the club and the Supporters Councils in developing dementia friendly buddies to support people who may struggle to attend home matches on their own.


    2017 - First Quarter Update

    New member

  • Football Reminiscence Sessions

    Stoke City Football Club have worked in partnership with Approach over the last eight months to develop small-scale person centred reminiscence sessions for males affected by dementia who have a keen interest in football. This has been supported by the Stoke Old Boys Association (SCOBA) which includes Approach patron Mike Pejic, a former England international footballer who played for Stoke City in the 1970’s. The first session was held before Christmas 2016 and further sessions are planned during the spring and summer of 2017. This innovation has created a great deal of interest within both organisations and has been warmly welcomed by the individuals with the dementia and their families.


    2017 - First Quarter Update

    New member