Sports partnerships are a game changer in the American Cancer Society’s fight against cancer.
By collaborating with sports leagues and teams across the country, the American Cancer Society leverages a massive, loyal audience of sports fans to raise funds and awareness for cancer research, patient services and advocacy efforts. ACS sports programs also engage players and fans in educational initiatives to help them learn how early detection and lifestyle changes can improve cancer outcomes.
“Professional sports is one of the most unifying voices in any community,” said William Dahut, MD, chief scientific officer at the American Cancer Society. “Partnering with sports teams and leagues to amplify the importance of cancer research helps bring this message to younger and more diverse populations.”
Reaching spectators through sports leagues and teams — which are widely perceived as trustworthy messengers — is more vital than ever, as more than 2 million new cancer cases are expected to be diagnosed this year in the U.S. alone. Plus, the physical fitness of athletes is a result of their focus on diet and exercise, both of which are associated with reduced cancer risk.
“People are eager to learn and prioritize their health. They want to do the right thing,” said Arif Kamal, MD, chief patient officer at the American Cancer Society. “They just need help getting there and figuring out how to work early detection into their busy lives or how to get access when they don’t have resources readily available.”
Sports partnerships have raised millions to support the American Cancer Society’s work, helping fund thousands of cancer screening tests, fuel innovative research, and provide vital patient support services.
Winning Strategies: How Pro Leagues Support Cancer Patients
Since 2009, Crucial Catch, a cancer prevention and early detection partnership between ACS and the NFL, has raised more than $32 million and impacted 2 million people in underserved communities, leading to more than 840,000 cancer screening tests.
The NFL also supports the American Cancer Society’s mission by donating proceeds from the sales of its Crucial Catch-branded products and NFL memorabilia auctions. The organization leverages its broadcasting influence to help educate fans and communities about the importance of early detection. League players and coaches often volunteer their time, visiting people with cancer at health centers and helping to spread the word about ACS programs and services. At Super Bowl LVIII and Super Bowl LIX, the NFL hosted Crucial Catch LIVE, a panel discussion featuring players, legends, influencers and cancer experts sharing their cancer journeys and raising awareness about cancer prevention and encouraging early detection.
“We recognize the profound impact that cancer has on the NFL family,” said Anna Isaacson, senior vice president of social responsibility for the NFL. “Our mission is to help reduce the risk of cancer, promote early detection and support those affected by the disease.”
The American Cancer Society, the NHL and the National Hockey League Players’ Association (NHLPA) have partnered on the Hockey Fights Cancer initiative to raise awareness and critical funds for patient support programs. Since 2017, the partnership with Hockey Fights Cancer has raised more than $3 million to support lodging near treatment, free transportation to appointments and other patient programs that aim to make it easier for people facing cancer to get the support they need.
Hockey Fights Cancer also aims to bring joy to people facing cancer and their families by bringing the Stanley Cup® championship trophy to American Cancer Society Hope Lodge® communities across the country. These communities are a home away from home for people who must travel for treatment. Since 2019, the Stanley Cup® has visited facilities in Baltimore, Boston, Dallas, Minneapolis, Nashville, New York, Philadelphia, Salt Lake City, St. Louis and Tampa.
"Our partnership with the American Cancer Society has allowed us to bring people together and support thousands of rides to treatment as well as thousands of overnight stays for people with cancer,” said Kim Davis, senior executive vice president of social impact, growth initiatives and legislative affairs at NHL, and Marty Walsh, executive director of the NHLPA, on behalf of Hockey Fights Cancer.
Deep Bench: How Leagues And Teams Boost Cancer Research
Partnerships with pro sports leagues help American Cancer Society efforts that focus on research breakthroughs for cancer prevention, detection, treatment and survivorship. One partnership with the NBA Foundation aims to increase diversity and inclusion in the cancer workforce. Their commitment to the work of the ACS Center for Diversity in Cancer Research Training supports programming for 300 underrepresented high school, college and post-Baccalaureate students interested in oncology and cancer research in 21 NBA markets.
“We can help build a cancer research workforce that will drive groundbreaking discoveries and improve outcomes for a broader range of communities,” said Ruth Jurgensen, the foundation’s executive director.
The WNBA, meanwhile, is raising awareness of VOICES of Black Women, a groundbreaking ACS research study amplifying the perspective of at least 100,000 Black women to better understand their experiences, health conditions and how to improve the overall health of Black women for generations to come.
“By leveraging a shared commitment to health, community and empowerment, we strive to create a future where every woman is afforded the resources and support she deserves,” said Bethany Donaphin, head of WNBA league operations.
An ACS collaboration with the Dolphins Cancer Challenge, the Miami Dolphins’ year-round fundraising initiative in support of cancer research at Sylvester Comprehensive Cancer Center, represents an $8.1 million commitment that supports research that addresses cancer health disparities in Hispanic and Caribbean populations. The commitment aids funding for research in these communities within South Florida by providing grants to establish the Cancer Health Equity Research Center at the Sylvester Comprehensive Cancer Center.
“The support this partnership provides to Sylvester will help drive innovation, community-driven solutions to cancer health disparities,” said Javier Sanchez, executive director of Dolphins Cancer Challenge.
Kamal said the American Cancer Society is grateful for all its sports partners and is committed to doing more with sports leagues and teams.
“What avid fan doesn’t lean on hope? Hope for a win, hope for a great season, hope for that moment that will make history,” he said. “Together we can remain hopeful in a shared goal to save more lives from cancer.”