Based in the North East of England, the Foundation was launched on 25 March 2008 in the name of Sir Bobby Robson, himself a cancer sufferer five times since 1992, and who died of the disease on 31 July 2009.

[6] Once this was secure, the Foundation would turn its attention to funding other cancer related projects in the North East of England.

[2] Robson had initially been reluctant to use his name to raise money, but did so invoking the Geordie idiom, "Shy bairns (children) get nothing".

[12][19][20] The Sir Bobby Robson Cancer Trials Research Centre part of the NCCC was opened on 20 February 2008, staffed by academics from Newcastle University, and medics from the NHS Trust.

[22] In front of guests including Fabio Capello, Alan Shearer and Peter Beardsley, Robson vowed to carry on fundraising.

It was held on 26 July at St James' Park, and would feature players from the original World Cup squads and other special guests, with the winning team being awarded the Sir Bobby Robson Trophy.

[40] The DVD was to feature a version of Blaydon Races sung by Jimmy Nail, Kevin Whately and Tim Healy of Auf Wiedersehen, Pet fame, with an additional verse written in dedication of Sir Bobby.

[41] And now a word for Bobby Robson, hero of the Toon; A football man, a gentleman, who never let we doon; A friendly word, a cheery smile, and brave right to the end; We're proud to say your one of wors, Sir Bob... Auf Wiedersehen[40] On 29 November 2009 the Foundation was to be presented with the John Fotheringham Award by the North East branch of the Football Writers' Association at their annual dinner.

[44][45] The Foundation has also been promoted by the local bus company Go North East, known for their individual branding of routes, who from June 2010 branded four buses used on the 30-minute frequency X25 express, which runs between Langley Park where Robson lived, and Newcastle City Centre (Eldon Square bus station), with Foundation information and an image of Robson.