NEW YORK, N.Y. (September 1, 2020) – As part of Childhood Cancer Awareness Month MLS WORKS – Major League Soccer’s social responsibility platform – will team up with League partner Continental Tire to raise awareness and funds for childhood cancer. Now in its seventh year, the Kick Childhood Cancer campaign strives to strengthen research efforts to find cures for all types of childhood cancer and provide support to one of the most vulnerable populations affected by the COVID-19 pandemic.
“As we enter the 7th year of the campaign, Major League Soccer and our clubs remain committed to finding cures for all types of childhood cancers and now more than ever, providing comfort and support to one of the most vulnerable populations affected by the Covid-19 pandemic,” said JoAnn Neale, President & Chief Administrative Officer, MLS. “With a shared history for delivering fun and innovative experiences, we are proud to partner with Continental Tire to positively impact patients and families during their fight against Childhood cancer.”
MLS and Continental Tire will partner with MLS clubs, players and Greats (former players) to “surprise and delight” pediatric cancer patients and health care providers with unique experiences and acts of kindness throughout the month of September. Continental Tire will donate sets of tires to patient families and hospital workers in each of the 26 MLS Club markets to help off-set the financial burden associated with driving to and from treatments and appointments. Additionally, Continental Tire will provide “Kick Childhood Cancer Care Kits”, featuring games, activities, puzzles and more, which will be distributed to patients in local markets.
Fans are encouraged to support the campaign by submitting “Messages of Hope” to help inspire and motivate local pediatric cancer patients as they continue their journey in the fight against cancer. Fans may submit their message on social media channels using the hashtag #KickChildhoodCancer. For every post that uses the hashtag, Continental Tire will donate $25 in celebration of the League’s milestone 25th season to fund pediatric cancer research (up to $50,000) during the month of September.
Fan generated ‘Messages of Hope’ will also be used to produce club customized blankets to provide comfort to patients during treatments and/or hospital stays and club customized scarves (often used to convey a message or show support within the soccer community). Both items will be distributed to pediatric cancer patients during the holidays.
A holiday auction will provide an additional fundraising opportunity later in the season. Auction items will consist of game-used, autographed jerseys and soccer balls from September 2020 matches and other items donated by Continental Tire. Fans may also donate directly to Children’s Oncology Group HERE.
“We are proud to partner with MLS WORKS on the Kick Childhood Cancer campaign,” said Travis Roffler, Director of Marketing, Continental Tire. “In working with Major League Soccer, MLS clubs, and the incredible MLS fans, our hope is to not only contribute funding to the very important cause, but also raise awareness by bringing inspirational messages of hope from fans across the United States and Canada to those children and their families who are affected by childhood cancer.”
The Children’s Oncology Group is the world’s largest organization devoted exclusively to childhood and adolescent cancer research, uniting more than 10,000 experts in childhood cancer at more than 200 leading children’s hospitals around the world. Funds raised from the Kick Childhood Cancer campaign have enabled Children’s Oncology Group to strengthen research efforts across the entire spectrum of pediatric cancers, including Project: EveryChild – a unique project aiming to capture the biology and outcome data of every child diagnosed with cancer. The cost of a single enrollment into a clinical trial such as Project: EveryChild can approach $10,000 per patient. MLS has helped to offset the costs of more than 25,000 enrollments to-date, with an expected 30,000 to be enrolled by the end of 2020.
The month-long campaign will feature a commemorative gold ribbon on the adidas 2020 MLS Nativo XXV Official Match Ball to be used during all matches, as well as gold corner flags and goal nets. Kick Childhood Cancer gold captain’s armbands and gold ribbon jersey patches will be worn by the players. Technical staff will don Kick Childhood Cancer pins and PRO referees will sport gold wristbands.
Campaign elements will be promoted in-stadium, on league social and digital channels, and national and regional broadcasts. For more information on Kick Childhood Cancer, Children’s Oncology Group or other MLS WORKS initiatives, visit MLSsoccer.com/mlsworks.
A sampling of the way our clubs are activating during Kick Childhood Cancer month is detailed below, with more to be featured on @MLS and @MLS WORKS, as well as club social platforms.