It all started at Night of Champions, when John Cena traded in his green attire for pink, signaling the beginning of an official partnership between WWE and Susan G. Komen for the Cure.
Until Raw on Monday, pink ribbons were worn by Supersatars, Divas, broadcasters and referees. The entrance ramp, announce table and ring skirts were co-branded. The middle rope was pink. PSAs ran frequently during WWE programming. WWE dove head first into this breast cancer initiative, headlined by all proceeds of John Cena’s “Rise Above Cancer” apparel going to fight the cause.
On Raw, with the entire WWE roster watching from the stage (pictured above), Cena presented Eric Brinker (son of Susan G. Komen Founder/CEO Nancy G. Brinker) and Dorothy Jones (Vice President of Marketing for Susan G. Komen) with a check for $1 million.
“I want to personally thank the WWE Universe for their overwhelming support of Susan G. Komen’s fight against breast cancer," Cena said. "I'm truly honored to lead WWE's charge to rise above cancer and help find a cure."
On top of helping monetarily, WWE assisted the charitable organization in exposure, generating 500 million impressions for the brand, including more than 300 million impressions during TV broadcasts in the U.S. and 200 million global digital impressions.
WWE has officially announced that the partnership with Susan G. Komen will continue, including additional plans being made around Mother’s Day 2013.
For more information about Susan G. Komen for the Cure, breast health or breast cancer, visit komen.org/wwe or call 1-877 GO KOMEN.Copyright © 2014, The Baltimore Sun