SunLife has partnered with Channel 4 to support a special broadcast of the 1966 FIFA World Cup Final in colour, helping to raise awareness and funds for Alzheimer’s Society.
The historic match, which saw England defeat West Germany 4-2 after extra time at Wembley Stadium, will air in full on Channel 4 and Channel 4 Streaming on 6 June, marking 60 years since England’s only World Cup victory.
The broadcast will feature comedian David Baddiel alongside reflections from Sir Geoff Hurst, who scored a hat-trick in the final, as well as contributions from current and former England players including captain Harry Kane.
Throughout the programme, viewers will be encouraged to donate to Alzheimer’s Society through on-screen calls-to-action.
Vicky Brunwin, head of brand at SunLife, said: “Many of our customers will be lucky enough to remember watching that momentous 1966 game with friends and family. Now, 60 years later, they have the chance to share that experience with their own children and grandchildren.”
“We’re delighted to be working with Channel 4 alongside our existing charity partner, Alzheimer’s Society, on this extra special broadcast, giving a new generation of viewers the chance to witness a phenomenal game, and raise awareness for such an important cause.”
Channel 4 said the programme aims to celebrate a defining sporting moment while highlighting the impact dementia has had on former players and fans alike.
The project was developed through Channel 4’s Partner Lab in collaboration with media agency Medialab, which identified the broadcast as an opportunity to bring together SunLife and Alzheimer’s Society around a shared campaign.
Alzheimer’s Society chief executive Michelle Dyson said the collaboration would help raise vital funds and awareness, adding that the experiences of former footballers affected by dementia underlined the importance of continued support and research.