by Rick Chandler | 8:45 pm, October 9th, 2013
The NFL, meanwhile, keeps $45: making it a huge moneymaker for a league that already enjoys nonprofit tax-exempt status. (The league says that it doesn’t actually profit from this, however. See below). So should the NFL get flagged for “pinkwashing”: exploiting a good cause for its own benefit? With its Breast Cancer Awareness “Crucial Catch Campaign” Month, is the league more interested in promoting its brand — especially among women — than it is in actually helping a good cause?
According to Business Insider, the NFL is keeping approximately 90 percent of money from sales of Breast Cancer Awareness gear, like that towel above. And of the money that the American Cancer Society does receive, less than 80 percent of that goes toward actual research.
When we contacted the NFL’s online shop for clarification, we were told 5% of the sales are being donated to the American Cancer Society. If the pink products have a typical 100% mark-up at retail, that means the NFL is keeping 90% of the profit from the sale of Breast Cancer Awareness gear.
And then consider that only 70.8% of money the ACS receives goes towards research and cancer programs. So, for every $100 in sales of pink gear, only $3.54 is going towards research while the NFL is keeping approximately $45 (based on 100% mark-up).

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