Detroit—The Detroit Lions and the Henry Ford Health System are running an all-out blitz against cancer.
As part of an enhanced partnership announced Tuesday, the organizations are teaming up to raise $15 million over three years for the Josephine Ford Cancer Institute in a campaign called “Game On Cancer.”
Money will be raised through a 50/50 raffle at all home games, and through a virtual website of Ford Field where fans can buy an inch, foot or yard of the field. Additionally, the Lions will wear Henry Ford patches on their practice jerseys.
“Game On Cancer is an unprecedented initiative supporting the fight against cancer, and is a dynamic extension of what the NFL and the Detroit Lions have been doing for years to raise awareness for breast cancer,” said Tom Lewand, Detroit Lions team president. “Partnering with a leader like Henry Ford Health System will help convert awareness into action that can have a positive impact on cancer treatment and research in our community.”
As part of the partnership, the organizations created a 60-second commercial featuring former Detroit Lions receiver Herman Moore that will air this weekend.
Nancy Schlichting, CEO of Henry Ford Health System, said partnering with the Lions will help the health system expand its presence.
“I think this is the greatest example of innovation in both philanthropy, marketing, research and community collaboration,” she said. “It brings it all together. This will move us to a new level in terms of awareness in the community.”
The Josephine Ford Cancer Institute is Michigan’s largest provider of adult cancer care, treating more than 14,000 patients each year.