The Bobby Kerr Dementia Centre
THE FANS MUSEUM ANNOUNCES THE BOBBY KERR DEMENTIA CENTRE
“Bobby gave his memory so we can have ours.”
The Fans Museum is proud to announce the creation of The Bobby Kerr Dementia Centre, a dedicated support space for people living with dementia and their families in Sunderland.
The announcement will be made at 4:40pm on Tuesday 5th May, marking the exact moment the final whistle blew in 1973 when Sunderland AFC, captained by Bobby Kerr, lifted the FA Cup and gave hundreds of thousands of people one of the greatest memories in the city’s history.
Today, as Bobby Kerr lives with dementia, the Museum is honouring that legacy with a powerful message: “Bobby gave his memory so we can have ours.”
A CITY UNITED BY MEMORY
Dementia is one of the most pressing health challenges of our time. Across the UK, around 900,000 people are currently living with dementia, with that number expected to exceed 1 million by 2030. It is estimated that 1 in 3 people will be affected by dementia in their lifetime, either directly or through a loved one.
Closer to home, thousands of people across Sunderland are living with the condition, highlighting a growing need for accessible, community-based support.
Research has also shown that former professional footballers are at a significantly increased risk of neurodegenerative disease, with studies indicating they are around 3.5 times more likely to develop conditions such as dementia, linked in part to repeated head impacts during their careers.
A NEW KIND OF SUPPORT
Building on its growing reputation as a leader in community wellbeing, The Fans Museum will open the centre as a dedicated dementia support space, initially operating three days per week: Monday, Wednesday and Friday.
The service will be open to anyone in Sunderland, with families able to book places for their loved ones.
At the centre, attendees will take part in daily structured activities designed to stimulate memory, encourage conversation and create meaningful connection, alongside dedicated reminiscence sessions rooted in football heritage and personal storytelling.
This new centre builds directly on the success of the Museum’s Memory Box Project, an outreach initiative delivering football-themed reminiscence resources to hospitals, hospices and care settings. These boxes, filled with artefacts spanning over 100 years of football history, are proven to stimulate memory, encourage communication and create emotional connection for people living with dementia .
Through this work, the Museum has already demonstrated how football can unlock powerful memories and reconnect individuals with their past, often in ways traditional services cannot.
The centre will be offered at an accessible rate of £50 per day, with optional transport available for £5 and lunch provided for £5, ensuring families across the city can benefit from the service.
As Michael Ganley, Founder of The Fans Museum, explains, “Football has given people memories that last a lifetime. This centre is about giving something back, helping people hold onto those memories for as long as possible, and supporting families through one of the toughest journeys they can face.”
If you would like to register your interest in advance of the centre opening, please contact us here
https://fansmuseum.org/contact-us/
FOOTBALL’S POWER TO TRANSFORM LIVES
The Fans Museum is far more than a collection of memorabilia. With over 62,000 visitors annually, it has become a vital community hub supporting people through mental health, education and inclusion programmes .
Its innovative approach uses football as a universal language, creating environments where people feel comfortable, understood and able to engage.
The Bobby Kerr Dementia Centre represents a natural and important next step in that journey.
A LEGACY THAT LIVES ON
By aligning this announcement with one of Sunderland’s most iconic sporting moments, The Fans Museum is connecting past and present in a way only football can.
The roar of 1973 still echoes across generations. Now, it will help shape a future where no one faces dementia alone.
Because in Sunderland, memories matter.
And thanks to Bobby Kerr, they always will.
