Channel 4 partners with SunLife to broadcast a special edition of the 1966 FIFA World Cup Final In Colour in aid of Alzheimer’s Society

Sixty years since England soared to World Cup glory, Channel 4 is to relive one of the world’s most famous football matches, showing the match in full and in colour.

In partnership with SunLife, this broadcast of England’s historic 4-2 victory over West Germany at Wembley Stadium on 30 July 1966 will raise awareness of dementia and Alzheimer’s Society, supporting people living with dementia and their families.

Comedian David Baddiel introduces the broadcast, with Sir Geoff Hurst, England’s hattrick hero on that famous day in ‘66, reflecting on the match and remembering his teammates who developed dementia. Contributions also come from current and former England stars including men’s captain, Harry Kane.

The six-goal thriller, complete with extra time, a controversial goal, crowds on the pitch and Queen Elizabeth II presenting England captain Bobby Moore with the golden Jules Rimet trophy will broadcast in full colour, with on-screen calls-to-action at intervals to encourage viewers to donate to Alzheimer’s Society.

1966 FIFA World Cup Final In Colour (1x140’) was commissioned for Channel 4 by Joe Blake-Turner, Commissioning Editor, Sport. The broadcast is produced by Whisper and Final Replay. Anton Sensky is the producer/director for Whisper, and the executive producers are Colin Hopkins and Neil Canetty-Clarke for Final Replay and Harry Allen and Geoff Riding for Whisper.

The partnership is delivered by Channel 4’s Partner Lab with Medialab, the lead media agency for both SunLife and Alzheimer’s Society. Medialab identified the opportunity as the ideal vehicle to unite the two brands, allowing SunLife to engage with the World Cup colourised special and raise awareness for Alzheimer’s Society’s mission.

1966 FIFA World Cup Final In Colour is to air on Channel 4 and Channel 4 Streaming on Saturday 6th June.

 Joe Blake Turner, Commissioning Editor for Channel 4 Sport, said: “As we approach a World Cup summer, there’s no better time to relive England’s one and only victory with this special broadcast that will also raise awareness and funds for Alzheimer’s Society. It’s a privilege to feature some of the charity’s ambassadors Sir Geoff Hurst and David Baddiel for such an important cause.”

 Neil Canetty-Clarke, Executive Producer, said: “60 years ago, 32 million people, the largest ever audience in UK history, watched England win the 1966 FIFA World Cup Final in black and white –  we hope millions more will watch it in colour on Channel 4 on June 6th to celebrate the anniversary and support Alzheimer’s Society.”

 Anton Sensky, producer/director for Whisper, said: “This was a deeply personal mission. As primary carer for my mother, it was both emotional and cathartic to share this journey with David Baddiel, Sir Geoff Hurst and the Alzheimer’s Society. At Whisper, we tell stories that truly matter, and it was a privilege to partner with Channel 4 on such an important and historic project.”

 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, and media agency, Medialab, 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. “

 Michelle Dyson CB, Chief Executive Officer at Alzheimer’s Society, said: “We are so grateful to be part of this collaboration, which will allow people to experience the historic 1966 World Cup final in full colour, while also raising vital funds for Alzheimer’s Society.

"It’s heartbreaking that many former players - and indeed fans - of the legendary 1966 World Cup team have been affected by dementia. Their stories are a powerful reminder of why we must keep raising awareness and the funds needed to support people living with this devastating condition today while also working towards a better future.”

 Sam Hicks, Head of Advertiser Strategy at Channel 4 said: “This football match was an iconic moment in British sporting history, and it is great to be able to relive this unmissable TV moment in colour, as well as drive meaningful change. We’re proud to be working with SunLife, Medialab and Alzheimer’s Society, to shine a spotlight on such an important cause.” 

Charles Batchelor, Client Managing Director at Medialab said: “If there's one thing that brings the country together, it's football. Bringing two of our longest-standing partners together to revive such a historic moment is a proud moment for us at Medialab. It’s been a significant effort to deliver this in a tight timeframe, and the result has been beyond our expectations and is truly a credit to the teams at SunLife, Alzheimer’s Society, Channel 4, and Whisper.”