ARLINGTON, Texas – The Dallas Cowboys and Susan G. Komen® asked fans and supporters to HOPE! FIGHT! CURE! and take action toward a brighter future without breast cancer during the Dallas Cowboys vs. New England Patriots game presented by Ford on Sunday at AT&T Stadium.
As part of the Dallas Cowboys and Susan G. Komen's "I Promise" partnership, fans visiting AT&T Stadium this Sunday saw their favorite blue and silver adorned with a touch of pink in tribute to National Breast Cancer Awareness Month. Supported by a $1 million donation of Dallas Cowboys marketable assets, the team's year-round partnership includes usage of co-branded logos and Dallas Cowboys marks, stadium signage and activation, as well as public service announcements and media opportunities.
To kick off the game day celebration, Komen Founder Nancy G. Brinker and Dr. Judith Salerno, Komen's President and CEO, joined Cowboys Executive Vice President and Chief Brand Officer Charlotte Jones Anderson in honoring five breast cancer survivors selected via contest as the Dallas Cowboys and Ford "More Good Days" Star Survivors on-field during a special pregame ceremony. Dallas Cowboys Quarterback Tony Romo joined the group and help presented pink corsages to each survivor in recognition of their perseverance through breast cancer.
The Star Survivors – Vivian Mijares, Michele Mizerak, Shannon Beyer, Claudia Alaniz and Meg Miller – were eligible to win this exciting 'Star Survivor' opportunity, by participating in a new 2015 effort that asked breast cancer survivors to submit their stories of survival and why they are a Dallas Cowboys fan through an essay contest that ran September 2 through September 14. Of the nearly 200 entries received, five winners were selected by a panel of judges from Komen's headquarters office, Komen's DFW-area Affiliates, Dallas Cowboys representatives and Ford Warriors in Pink staff.
As part of their prizing, the survivors were treated to an ultimate fan experience on Monday, October 5 that included: spa treatments at the Gaylord Texan Resort's Relache Spa; lunch with former Dallas Cowboy Tony Casillas and wife Tamara – a breast cancer survivor and this year's Komen Dallas Race for the Cure Honorary Chair – at Riverwalk Cantina; a shopping spree and makeover at Belk Galleria; and a meet-and-greet with current Dallas Cowboys players, as well as Cowboys legend Drew Pearson. The players also presented the survivors with personalized pink and blue Dallas Cowboys game day jerseys to wear for their on-field presentation on October 11.
In addition to their time spent with the Star Survivors, Brinker and Salerno were also with more than 200 survivors and co-survivors scheduled to participate in the team's "pink" halftime celebration.
The celebratory halftime show featured local breast cancer survivors, co-survivors and volunteers from Komen, joined by alumnae Dallas Cowboys Cheerleaders. The group formed two human "pink" awareness ribbons while current members of the Dallas Cowboys Cheerleaders and local performers presented an upbeat, swing-style dance number. As part of their participation in the halftime show, the survivors and co-survivors will each receive a special pink Cowboys and Komen co-branded t-shirt.
Throughout Sunday's match-up, Komen public service announcements and other in-game messaging were featured on AT&T Stadium's 60-yard long videoboard. For their part in Sunday's campaign, the Dallas Cowboys Cheerleaders traded one of the signature blue stars on their world-renowned uniform for a "pink" star. America's Sweethearts also donned Lucchese Boots embellished with a pink star and pink stitching and add a touch of pink to their traditionally silver and blue poms.
During pregame on Sunday, pop/soul singer Luke Wade – a recent contestant on NBC's The Voice – and his band No Civilians were joined on stage in the West Plaza by The Voice artist Mia Z to perform the iconic 1960's song "Ain't No Mountain High Enough" by Ashford & Simpson. The single, released September 1 on ITunes, and the music video debuting this month will support Breast Cancer Awareness Month with all iTunes proceeds of the sale (.81 cents) benefiting Susan G. Komen®.
Additionally, special Komen kiosks on the plazas encouraged fans entering AT&T Stadium to register for TEAM COWBOYS and participate in the Komen Dallas County Race for the Cure scheduled for Saturday, October 17 at NorthPark Center. Bank of America, the Official Bank of the Dallas Cowboys, encouraged fans on the East plaza to recognize, honor and memorialize their connection to breast cancer by writing personal messages on small flags that collectively will make a large awareness ribbon. Bank of America will donate $1 to Susan G. Komen® for every flag placed in the ribbon. Ford, the official motor vehicle partner of the Dallas Cowboys, were also on-site with their Warriors In Pink campaign, distributing scarves on the Ford platform in-stadium.
"The Dallas Cowboys are proud to kick off Breast Cancer Awareness month with a partner like Susan G. Komen. Being a part of their effort to end this disease is an honor," said Charlotte Jones Anderson, Cowboys Executive Vice President and Chief Brand Officer. "Many of our own players, coaches and fans have been touched personally by breast cancer. We encourage all of our fans to HOPE! FIGHT! CURE! and make a promise to take action so we can help eradicate this terrible disease once and for all."
Football fans across North Texas can join the Cowboys family at the Komen Dallas County Race for the Cure on October 17 by registering online at www.DallasCowboys.com/TeamCowboys. Members of the TEAM COWBOYS Race team will have the opportunity to walk with members of the Dallas Cowboys family, alumni and others on Race Day, have the ability to purchase an exclusive TEAM COWBOYS race shirt, gain access to a special pre-race rally and more.
Additionally, a signature line of "I Promise" merchandise will be available exclusively for fans who want to show their support by visiting Dallas Cowboys Pro Shops and Albertsons.
Nancy G. Brinker ignited the global breast cancer movement more than 30 years ago by promising her sister Suzy Komen, who died at age 36 of the disease, that she would put an end to the shame, pain, fear and hopelessness caused by breast cancer. In 1982, with a handful of dedicated friends in Dallas, Brinker founded Susan G. Komen® in her sister's memory.
"Susan G. Komen® is proud to again partner with the Dallas Cowboys this year to kick off National Breast Cancer Awareness Month. Breast cancer is still a leading cause of death; every minute, somewhere in the world, someone dies from this disease. By once again adding the color pink to the uniforms, players and other members of the Cowboys family will help to remind Cowboys fans and woman everywhere to be aware of their breast health and get their recommended screenings," said Brinker.
This year marks the National Football League's seventh-annual A Crucial Catch campaign – an early detection breast cancer screening and fundraising initiative. The league's partnership with the American Cancer Society funds outreach and breast cancer screenings in underserved areas around the nation. From weeks five to seven of the NFL season, teams designate home games to recognize National Breast Cancer Awareness Month and partner with local organizations like Susan G. Komen® and the American Cancer Society to plan special in-stadium events.
