Creative agency Above + Beyond has worked with former football star Sir Geoff Hurst to immortalise his memories of winning the 1966 FIFA World Cup with England.
Only three members of the legendary side are still alive and tragically, five of the final-winning 11 have gone on to develop dementia – with four having currently passed away from it.
It is in this context that Hurst has decided to preserve his recollections of the match in which he famously scored a hat-trick, in the form of an NFT.
The campaign has been launched in order to raise funds for two charities that Sir Geoff holds particularly dear – Alzheimer’s Research UK and the Alzheimer’s Society.
A one-off NFT and multiple edition NFTs are set to be auctioned off via the ‘Nifty Getaway’ digital art auction site on 26 September, in the run to this year’s December World Cup in Qatar.
Also remaining from that famous side are Bobby Charlton, 84, who is suffering from dementia and George Cohen, 82, who despite crippling osteoarthritis remains in good mental health.
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“As time passes, and memories fade, the 1966 World Cup is still etched in my brain, and I am fortunate to be able to recall that life changing experience even at the ripe old age of 80 years,” Sir Geoff said.
“Watching from the side-lines as teammates from that World Cup winning side have been impacted by the awful disease that is Alzheimer’s, has been a humbling experience. These amazing men were more than teammates, they were heroes to me – and to the rest of the nation.
He continued: “Raising vital funds and awareness for charities like Alzheimer’s Research UK and the Alzheimer’s Society, is close to my heart and getting involved in an NFT project to do that has been an eye-opening experience.
“Of course, I’ve read about this new world of NFTs and my Grandson has often talked about them – to be able to call on my own memories of 66′ and immortalise them digitally for future generations was what really intrigued me.”
Above + Beyond chief creative officer, Dom Goldman added: “The 1966 World Cup Final is an iconic cultural moment in English history. And Sir Geoff Hurst’s memory of that historical day is of national importance, a true national treasure.
“So to have the chance to use our creativity, to preserve such an important moment has been both a privilege and a pleasure for the whole team involved.”
Our aim from the start of this project has been to use Geoff’s memory to contribute to the vital work that both The Alzheimer’s Society and Alzheimer’s Research UK do every day – so that one day this awful disease stops robbing people of their lifetime of treasured memories.”
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