In an exciting development for sports fans and sports betting enthusiasts, Channel 4 has announced plans to air the iconic 1966 World Cup Final in full colour on June 6. This broadcast is part of a partnership with insurance company SunLife, aiming to raise awareness about dementia and Alzheimer’s Society.
The initiative is delivered by Channel 4’s Partner Lab in collaboration with Medialab, the lead media agency for both SunLife and Alzheimer’s Society. The broadcast will feature on-screen calls-to-action at intervals throughout the game, encouraging viewers to donate towards Alzheimer's Society.
This partnership represents a unique blend of entertainment and social responsibility. By leveraging the power of sport – particularly an event as significant as the '66 World Cup final – it aims to engage audiences while promoting awareness about dementia.
Star-studded commentary
Adding further appeal to this special broadcast will be introductions by comedian David Baddiel. Sir Geoff Hurst, England's hat-trick hero from that famous day in '66, will also reflect on the match and remember his teammates who developed dementia later in life. Contributions from current and former England stars are expected too. These include men's captain Harry Kane among others who will share their insights into this historic match.
The programme is being produced by Whisper and Final Replay under commission from Joe Blake-Turner, Channel 4’s commissioning editor for sport. Anton Sensky serves as producer/director for Whisper while Colin Hopkins and Neil Canetty-Clarke are executive producers for Final Replay alongside Harry Allen and Geoff Riding representing Whisper.
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. “
This team brings together experienced professionals known for delivering high-quality broadcasts that captivate audiences while maintaining authenticity - ensuring this re-broadcast of one of football's most memorable moments lives up to expectations. This initiative by Channel 4 and SunLife offers a unique opportunity for sports fans to relive one of the most iconic moments in football history while contributing to a noble cause. It's an exciting blend of nostalgia, sport, and social responsibility that is sure to engage viewers across the UK.
