Breast Cancer Awareness Messages
About a Crucial Catch
The NFL, its clubs, players and the NFL Players Association are proud to support the fight against breast cancer. Our campaign, "A Crucial Catch", in partnership with the American Cancer Society, is focused on the importance of annual screenings, especially for women who are 40 and older. Throughout October, NFL games will feature players, coaches and referees wearing pink game apparel, on-field pink ribbon stencils, special game balls and pink coins - all to help raise awareness for this important campaign. All apparel worn at games by players and coaches, along with special game balls and pink coins will be auctioned off at NFL Auction, with proceeds benefiting the American Cancer Society's Community Health Advocates National Grants for Empowerment (CHANGE) program. The CHANGE program provides outreach and breast cancer screenings to women in underserved communities. The NFL markets being supported in the first year of the program are Atlanta, Baltimore, New England, Charlotte, Chicago, Cleveland, Denver, Detroit, Indianapolis, Jacksonville, Kansas City, New Orleans, New York, Philadelphia, Pittsburgh, Seattle, and Washington, DC. In addition, this year will mark the 15th anniversary of Zeta Tau Alpha's ThinkPink Ribbon Distribution Fan Outreach Program, which has donated over 5 million pink ribbons to NFL fans at games around the nation. Click here to learn more.
Please join the conversation on Twitter:
Join us in the fight against breast cancer. Text NFLPINK to 41518 to donate $10 to the American Cancer Society. Messages and data rates may apply. Visit cancer.org/ttg for more information.
Overview of the NFL's Fundraising Efforts for the American Cancer Society
The NFL does not profit from the sale or auction of breast cancer awareness-identified ("Pink") merchandise. Since 2009, the first year of the NFL's "A Crucial Catch" campaign, the NFL's work has raised approximately $4.5 million for the American Cancer Society, with the majority of the contribution coming from the sale of Pink items at retail and via the NFL Auction website. Beginning with the 2011 "A Crucial Catch" Campaign, money raised via the campaign supports the American Cancer Society's Community Health Advocates National Grants for Empowerment (CHANGE) program. This program promotes health equity and addresses cancer screening disparities through community based cancer prevention and early detection programs that increase access to breast cancer screenings. The program officially launched in 2012 within 17 communities across the country (each within 100 miles of an NFL city) where data showed that the population had lower breast cancer screening rates and higher mortality rates relative to other communities. The goal of the program is to add multiple locations in 2013 and beyond; and assist even more women in their efforts to prevent cancer and find cancer early.
1.NFL Auction: 100% of net proceeds from Pink products auctioned on NFL.com/Auction go directly to the American Cancer Society (ACS).
2. At Retail: 100% of the NFL's net proceeds from Pink product sales go to the American Cancer Society.
Background on Retail/Licensed Product:
- All NFL Pink product is produced by official NFL licensees. As NFL licensees, such companies pay a royalty (% of wholesale sales) to the NFL when selling officially licensed products to retailers worldwide. The NFL receives payment of that wholesale royalty once licensees sell their respective NFL licensed products to distributors and retailers (i.e., the royalty is not based on retailers' consumer-facing prices in-store or online). For Pink product, the retail donation model works as follows:
- The NFL does not retain any profits generated by royalties received due to the sale of Pink products. All dollars are either donated to ACS or used to pay expenses incurred to produce and promote the campaign (e.g., marketing and promotional asset costs to build awareness for the A Crucial Catch campaign, which drives people to get screened, educates others about the importance of screenings, and encourages direct donations to ACS). These costs include the production of in-stadium banners and stencils, and the purchase of on-field and sideline Pink products.
- Once production costs are covered to produce and promote the A Crucial Catch campaign, the NFL donates the full remainder of the licensees' wholesale royalties directly to ACS.