Leicester City Football Club has introduced a dementia-friendly hour at their club shop.
One hour a month will be dedicated to shoppers with dementia as the clubs aim to become a more dementia-friendly organisation.
The initiative, which will launch on Thursday 18 November from 9:30am to 10:30am, is the first time that it has rolled out such a scheme at its Foxes Fanstore.
It will give fans living with dementia and their carers the opportunity to have their own private shopping experience, with refreshments provided.
The dementia-friendly hour will be held on the third Thursday of every month.
Fans will be also entitled to a generous discount in the club shop, and will also have the chance to sit in the North Stand at the stadium and engage with Leicester City staff to reminisce about their favourite Foxes memories.
Staff members at the club have also undergone dementia training to raise awareness and better their understanding of the signs and symptoms of dementia.