During the team’s 2013 season, the Dallas Cowboys and Susan G. Komen for the Cure® asked fans and supporters to join the campaign known as “iPromise,” promising to HOPE! FIGHT! CURE! to raise awareness for women’s health. Beginning October 6 during the team’s matchup against the Denver Broncos and lasting throughout Breast Cancer Awareness Month, fans were encouraged to HOPE! by getting educated about breast health, FIGHT! by participating with TEAM COWBOYS in the Komen Dallas Race for the Cure® and CURE! by purchasing iPromise merchandise, with 10 percent of its proceeds going towards breast cancer research.
HOPE!To raise awareness and promote breast health education, fans coming to AT&T Stadium during the month of October saw their favorite silver and blue adorned with touches of pink – including the uniforms of players, coaches and cheerleaders. Public service announcements aired throughout the game featuring Jones family members and Cowboys players and cheerleaders stressing the importance of early screening and mammograms. Fans also enjoyed a special halftime performance featuring breast cancer survivors and co-survivors forming two giant pink ribbons alongside past and present Dallas Cowboys Cheerleaders.
New to the team’s Breast Cancer Awareness campaign, the Cowboys extended an invitation for all fans and supporters to join their race team in the 2013 Komen Dallas Race for the Cure®. Members of TEAM COWBOYS enjoyed a free breakfast at the team’s pre-race rally and participated in the 5K alongside Cowboys mascot Rowdy, members of the Dallas Cowboys Women’s Association, Cowboys staff and others.
Endowed by a $1 million donation of marketable assets from the Gene and Jerry Jones family and the Dallas Cowboys, the final goal of the iPromise campaign is to raise funds for breast cancer efforts, most notably through the iPromise co-branded merchandise line. Sold exclusively through Dallas Cowboys Pro Shops, 10 percent of the proceeds of all iPromise merchandise sales goes directly to Susan G. Komen for the Cure® and its efforts to find a cure for breast cancer.
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