​Suddenly, Uli Hoeneß’s voice fills the room and the room falls into a hushed stillness. Some time ago, the honorary president recorded a message specifically for FC Bayern’s Forever Number 1 memory case, a tribute that plays each time the accompanying card is opened. The memory case is crafted by the German champions to stir emotions in people living with dementia, offering a tangible way to connect with their memories. Today, a different kind of audience is listening: FC Bayern has invited members of its volunteer program, Pack Ma’s, to a workshop hosted by the Alzheimer Association of Munich, aimed at educating them about dementia and its impact.
“This memory case is a truly wonderful initiative by FC Bayern,” remarks Semra Altınışık, deputy executive director of the Alzheimer Association. “FC Bayern is raising awareness of this issue and providing concrete help to people with dementia.” To view the content, you may visit the FC Bayern München website, as the text here cannot be displayed in full.
At the outset of the workshop, Herbert Hainer spoke to the participants, saying, “FC Bayern has developed a variety of member dialogue formats. We regularly invite people to workshops and discussions—and today’s event carries a very special, unique dimension.” He noted that sports can bring people together across generations, emphasizing that the club’s ethos—Mia san mia—stands for solidarity, community, and responsibility. He reiterated that FC Bayern sees itself as one large family, not merely as a slogan but as a lived reality. In that spirit, he expressed deep gratitude to everyone who has joined the club to support people living with dementia.
The session took place in the presence of Kiki Hasenpusch, deputy managing director of FC Bayern eV, Kim Krämer, FC Bayern’s fan liaison officer for people with disabilities, and Sibylle Hinrichsen, a dementia support worker at the FC Bayern Museum. After an introductory segment with practical examples, the volunteers were guided through exercises that demonstrated how an ordinary routine—such as making breakfast—can fragment into a sequence of moments that are hard to piece back together, and how even familiar tasks can feel daunting when the mind is not cooperating. The recurring takeaway from the hands-on activities was distilled into a simple yet poignant line: “You want to, but your mind says no.”
The memory case itself, filled with jerseys, photographs, tickets, and other memorabilia from FC Bayern’s history in the 1970s, is designed to evoke emotion and nostalgia. Sepp Maier charging toward the ball, Uli Hoeneß weaving past defenders, Gerd Müller scoring with his iconic precision, and Franz Beckenbauer hoisting trophies into the air—these moments, as Hoeneß’s and others’ memories—are all capable of moving those who view them. In his video message, Hainer explained that the aim is to create moments of joy for those affected by dementia by nurturing memories and the emotions they conjure. He underscored that the members who participate in the memory case program are at the heart of FC Bayern, calling them the foundation of the club.
“Thank you for getting involved through our volunteer program Pack Ma’s; thank you for being part of FC Bayern,” Hainer emphasized, praising the volunteers for their ongoing support. The event highlighted how a sports club can extend its influence beyond the pitch, using its resources, stories, and community to illuminate the everyday realities of dementia and to offer meaningful, hands-on assistance to families and individuals navigating the condition. This session, anchored in shared memories and collective empathy, demonstrated FC Bayern’s commitment to caring for its wider community and to living out its guiding motto of unity and responsibility.