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ACS and NFL Crucial Catch partnership came to life ahead of Super Bowl in Las Vegas

During the last week, the American Cancer Society partnered with the NFL through Crucial Catch for several activations leading up to Super Bowl, generating mission impact, revenue, and visibility for ACS. Below is a recap of some of last week’s activities from Las Vegas:

  • Crucial Catch LIVE - Tuesday, Feb. 6, the NFL and ACS ​teamed up to host a new event, Crucial Catch LIVE presented by Sleep Number. This NFL-funded event featured prominent members of the NFL community impacted by cancer, and ACS board member, Dr. Winn, discussing disparities in prostate cancer incidence among Black men. In addition to the live audience, the panel was livestreamed on NFL, ACS, and Sleep Number social channels and garnered over 35,000 views. Panel included:
    • Brian Custer, moderator - 2X Emmy Award-winning Sportscaster & prostate cancer survivor / ACS Sports Ambassador
    • Dr. Robert Winn, panelist - American Cancer Society board member and second Black physician to lead an NCI-designated cancer center
    • Mike Haynes, panelist - Pro Football Hall of Famer and prostate cancer survivor
    • Rashad Jennings, panelist - Former New York Giants running back, health advocate and former ABC Dancing with the stars champion
    • William Gholston, panelist - Tampa Bay Buccaneers defensive end, former Walter Payton Man of the Year nominee and American Cancer Society Player Ambassador of the Year
    • Brandon Bolden, panelist - Las Vegas Raiders running back, cancer survivor and American Cancer Society Player Ambassador
​​Catch a replay of the panel discussion on ACS’​ Facebook page.

  • ACS ‘Game Changer’ Celebration - Wednesday, Feb. 7, ACS hosted the inaugural Game Changer Gala Las Vegas at AREA15 for 300 guests, including prominent community leaders, volunteers, and ACS leadership. The event raised funds to support cancer screening initiatives addressing health disparities in Nevada. Twelve individuals were also recognized as 2024 Las Vegas Game Changer honorees for their community involvement and support of ACS’ mission, including the American Cancer Society Player Ambassador of the Year. The highlight of the evening was the surprise Super Bowl ticket presentation, courtesy of the NFL, to local cancer survivor, cancer advocate, and radiation therapist, Shelley Valladares-Burke.
    • ​​​​This year we rec​ognized Tampa Bay Buccaneers defensive end, Will Gholston, as our American Cancer Society Player Ambassador of the Year, and Shelly Ibach, Chair, President, and CEO of Sleep Number among other Game Changers.
Learn ​more about t​he gala and this year’s honorees.

  • ​​​​Super Bowl Sweepstakes - With a minimum $10 contribution, fans could enter “to win the Super Bowl trip of a lifetime and help save lives” while ACS received 100% of proceeds. Courtesy of the NFL and their sponsor, VISA, this year’s winner attended the Super Bowl, had a meet and greet with actress, Alyssa Milano, along with other exclusive perks from the NFL.
  • NFL Super Bowl Experience - ACS co-branded with the NFL a “Crucial Catch” interactive game space inside the NFL’s premier fan festival at the Las Vegas Convention Center, bringing awareness to the importance of early detection, prevention, and risk reduction with video messages from player ambassadors, and the Crucial Catch PSA, to more than 300,000 visitors.
  • Press with ACS Sports Ambassadors at Super Bowl Media HQ “Radio Row” - ACS Sports Ambassadors gave interviews in the Super Bowl media center about our NFL partnership, CHANGE grant impact, ACS mission, and their connection to cancer. Ambassadors Will Gholston, Tampa Bay Buccaneers defensive end, Andre James, Las Vegas Raiders offensive lineman, Quincy Williams, New York Jets linebacker, and Bradley Pinion, Atlanta Falcons punter, spoke about Crucial Catch, their role as Ambassadors and the mission of ACS with more than 20 media outlets.

Since 2012, funds raised through the NFL’s Crucial Catch initiative has funded the American Cancer Society’s CHANGE grants, supporting Federally Qualified Health Centers and health systems in under-resourced areas that are working to remove barriers and increase access to cancer screening. Our partnership with the NFL supports CHANGE grants in all 32 NFL markets.
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