PARTNERSHIP WITH SUSAN G. KOMEN®
The Cowboys partner with Susan G. Komen to support Breast Cancer Awareness Month through the campaign known as “iPromise” every year. The iPromise campaign – named in honor of Komen founder Nancy Brinker’s book Promise Me – was launched in 2010 when the Jones family committed $1 million annually in promotional assets to Komen, highlighted by the creation of a co-branded iPromise merchandise line, proceeds of which benefit breast cancer research. Every October, the Cowboys dedicate a home game to raising awareness for Komen’s efforts to fight breast cancer, with Cowboys players, coaches and cheerleaders sporting touches of pink in their uniforms, informational PSAs playing throughout the game and a special halftime performance features more than 250 breast cancer survivors and co-survivors taking the field to form two giant pink awareness ribbons.
A key component to the Cowboys’ partnership with Komen is participation in the Komen Dallas Race for the Cure. Every year the Jones Family Foundation supports the cause by underwriting the registration costs of all full-time Cowboys staff members to participate with TEAM COWBOYS in the 5K event. Cowboys players and cheerleaders lend their support prior to the race by attending race registration events, rallying fans to participate.
Since 2013, the Cowboys have opened up their corporate race team for all fans and supporters to join. Fans who sign up for the 5K with TEAM COWBOYS receive a discount on their registration code, a chance to purchase the exclusive TEAM COWBOYS t-shirt and an invitation to attend the Cowboys’ pre-race rally with complimentary breakfast, a photo booth and prizes.