A round table discussion by experts with honorary president Uli Hoeneß, a visit from Judith Gerlach (Bavarian state minister for health, care and prevention) and a donation of €12,500 from FC Bayern Hilfe eV to the Munich Alzheimer's Association, which Hoeneß spontaneously doubled - FC Bayern has once again raised awareness of dementia with a special event at its museum in the Allianz Arena. A workshop was also held with dementia sufferers to deepen the club's commitment as part of its ‘Forever Number 1’ memory case.
"The emotions that football triggers are unique. They connect generations and overcome boundaries. When a person with dementia smiles again at the sight of an old Bayern jersey, when they remember a goal scored by Uli Hoeneß, then we've achieved something," said Herbert Hainer in his welcome address: 125 years of FC Bayern would mean 125 years full of stories, victories and personalities, explained the president - "and 125 years of responsibility. Responsibility to help shape our society, to help - and to preserve memories in order to live them together in the future. We want to keep making history, shaping entire eras. But sometimes victories are simply a small, magical moment of shared memories."
In her speech, health minister Gerlach stressed: "There are currently around 270,000 people living with dementia in Bavaria - and the trend is rising. This is a real challenge for our society. Back in 2013, we adopted the Bavarian Dementia Strategy in Bavaria and developed it further with other ministries and many partners of the Bavarian Dementia Pact. FC Bayern is supporting our goals with its ‘Forever Number 1’ project and is building bridges to the past with its memory case. People with dementia feel seen with their life story - and sharing football moments from the past increases both the self-esteem and the quality of life of those affected."
During the talk moderated by FCB employee Fabian Raabe in front of around 60 invited guests, including people with early-stage dementia and their relatives, representatives of the Munich Alzheimer’s Association and its deputy managing director Semra Altinisik as well as the FCB fan dialogue working group, Uli Hoeneß vividly recounted his most precious memory: "When I sat exhausted in the dressing room after our 4-0 win in the 1974 European Cup final in Brussels and saw the trophy in front of me, I thought: 'If I could stop time, it would be now'! Memories like that stay with you your whole life - and shape you." Hoeneß recorded the text of a greeting card that comes with the memory case - as soon as you hear his voice, it stirs up emotions. "If FC Bayern can help, it has to help," he says, "and with this case we can give those affected a nice moment, a nice hour, maybe even a nice day."
In his role as chairman of FC Bayern Hilfe eV. the honorary president then handed over the donation cheque to the Munich Alzheimer’s Association with president Hainer. “FC Bayern is a club that reaches and connects generations - and it's important that we always have everyone in mind, both old and young," said Karl Hopfner, chairman of the Hilfe eV: "With this donation, FC Bayern Hilfe eV wants to help those affected on the one hand and, on the other, raise long-term awareness of the fact that dementia affects everyone - together we have to overcome the inhibition threshold in dealing with this condition." Find out more about FC Bayern Hilfe eV, including the donation address, HERE.
During the talk, Kim Krämer, FC Bayern's disabled fans' representative, explained the specifics of the memory case, which can be ordered HERE: "When we visit social institutions, we always experience unique reactions. With this case, FC Bayern is also making a major contribution to the families of those affected, as it enables them to share their memories of football." Sibylle Hinrichsen, dementia support worker and FC Bayern Museum employee, summed it up: "Familiarity creates familiarity. We want to encourage and motivate." In a personal speech, Semra Altinisik was visibly moved by the donation: "FC Bayern is sending a great sign of appreciation to those affected and their relatives. With this money, we can honour people's life stories even better." Jo Failer, who suffers from dementia, was sitting in the audience: "FC Bayern and the people involved are authentic and caring in their humanity. People with dementia need contact: Loneliness is the worst thing - and that one often encounters little understanding. FC Bayern raises awareness of these issues in an exemplary way." Altinisik added: "FC Bayern's commitment to this issue couldn't be better: it will help to further destigmatise the condition."
The German champions developed their “Forever Number 1” memory case in the 2023/24 season to create moments of shared memories for those affected and their relatives. Studies have shown that engaging with original artefacts helps to awaken emotions and bring joy to people with dementia. Over the years, many on-site visits have been made possible, the two copies of the memory case are in great demand and have been sent to a wide variety of places. This has created a sustainable network with organisations such as hospitals, retirement homes, hospices and foundations. The German record champions' memory case is a joint project involving various departments such as Sustainability and Social Affairs, Fan and Fan Club Support and the FC Bayern Museum.
The memory case is "more than just a collection of memorabilia", said Hainer in his address: "It is a symbol of our social commitment - and of the power of football to touch and connect people. Names like Franz Beckenbauer, Gerd Müller and Uli Hoeneß are not just legends of our club - they are part of the history of many people around the world. Their goals, their triumphs, their characters - all of this has shaped generations and awakened emotions that still resonate today. Football is home, a place of encounters, a source of memories." But memories are "precious and cannot be taken for granted", the president continued: "People affected by dementia in particular often lose access to their own history. With our “Forever Number 1” memory case, we want to help bring back memories, build bridges and foster a zest for life. The jerseys, the photos, the stories - they are the key to moments that touch the heart and boost self-esteem."
Hainer asked the room why this is important to FC Bayern and gave the audience the answer: "Because a club like FC Bayern is a home - for young and old. Because we look out for each other." The club wants to raise awareness and offer support in the fight against dementia: "It's about making people aware, removing taboos - and taking away the fear of those affected. We want to help and have a lasting effect. Dementia affects us all. Let's tackle this issue together: For memories, emotions - and for the coexistence of generations. FC Bayern is by people's side: 'Forever Number 1' together." Before the workshop, which included a special tour of the FC Bayern Museum, a lady sitting in the audience said: "FC Bayern is a wonderful club, you can just feel it!” She was 91 years old, she said proudly, and added with pure joie de vivre, which the memory case also wants to fuel: "I'm going to live to be 100."
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