Sixty years (of hurt) 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 June ahead of this year’s competition in North America.
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 hat-trick hero on the day, reflecting on the match and remembering his teammates who since developed dementia. Contributions also come from current and former England stars including current 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 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 (1×140’) 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 will air on Channel 4 and Channel 4 Streaming on Saturday 6th June.
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.”
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, added: “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.”
