NFL Breast Cancer Awareness If many of you haven't noticed, NFL players and teams have been accessorizing a variety of pink clothing this month and this is not a simple coincidence. Three years ago, the NFL partnered with the Susan G. Komen Foundation on a campaign that runs every October to raise awareness of breast cancer and encourage women 40 and older to undergo their annual screening. Of the 120 million Americans who watch football each week, approximately 40 million are women, making it an effective messenger of cancer awareness through viewership (Pucchronicle.com). Every year, the NFL partners with sports brands such as Nike, Reebok, Adidas. , Gatorade, Wilson, Under Armour, Cutters Gloves, McArthur Towel and Sports and Longaberger ask them to create new pink products for breast cancer awareness games (nfl.com). Besides players wearing pink mouth guards, gloves, chin straps, caps, helmet stickers, sweatbands and cleats, the NFL is also incorporating pink into other elements of the game. Pink coins are used for the coin toss, game balls sport the pink ribbon, end zones are padded along the goal post in pink, and officials even sport pink whistles as well as lapel pins (nfl.com ). Players and teams are not. Although they are the only ones who can help raise awareness, fans are also encouraged. If you're a fan at home, you can purchase licensed NFL pink apparel online with a portion of the proceeds going to the American Breast Cancer Society. "Fans can also bid on all the official pink gear and apparel used at games and worn by their favorite coaches and players, which will be auctioned off after this month to raise more money for this cause (pucchronicle.com) ." In 2010, NFL Auction and sale of pink items allow...... middle of paper ...... for breast cancer awareness. " The Cover Two | We've got you covered. October 6, 2011. Web October 25, 2011. .Kopp, William. "Real fans wear pink." The Purdue University Calumet Chronicle October 24, 2011. Web October 25, 2011 . "Larry Fitzgerald" Web. "Madden Ultimate Team Week 4 Update." EA Games - Electronic Arts, October 25, 2011. "NFL Supports Breast Cancer Awareness Month with 'Crucial Catch' Campaign . " NFL News. October. 2011. .