The Dallas Cowboys’ Thanksgiving Day game has been a cherished tradition since 1966. Beginning in 1997, this festive occasion also marks the partnership between the Cowboys and the Salvation Army, launching the nonprofit’s annual Red Kettle Campaign, which has successfully raised over $3 billion in its 27-year history.
The halftime show during the game has become a vital platform to highlight the growing needs of numerous families across the United States during the holiday season. Charlotte Jones, the Chief Brand Officer and co-owner of the Dallas Cowboys, is commended for her innovative approach to fundraising. Under her direction, renowned artists like Reba McEntire, Destiny’s Child, and Dolly Parton have graced the halftime stage.
This year, country music sensation and reigning CMA and ACM Entertainer of the Year, Lainey Wilson, will serve as the featured performer. Wilson expressed her excitement and gratitude for the opportunity, calling it “a big moment” for herself and her team.
Jones praised Wilson, stating, “She is one of the best performers that I have ever seen live. This performance on Thanksgiving is about huge entertainment, excitement, and capturing the audience’s heart to inspire them to support the Salvation Army.”
Wilson noted that teaming up with the Cowboys and the Salvation Army has been the perfect culmination of her successful year, allowing her to share her talents on a grand stage. “My dreams are coming true, and they continue to come true,” she added optimistically.
The funds raised through the Red Kettle Campaign benefit local communities where the donations originate. With the holiday season being particularly crucial this year—due to five fewer giving days—volunteer bell ringers and community members willing to adopt angels from the Salvation Army’s program are urgently needed. This year, there is a record number of over 41,000 angels available for adoption, including those for children, seniors, and adults with special needs.
In conclusion, the partnership between the Dallas Cowboys and the Salvation Army not only provides entertainment but also emphasizes the importance of giving back, reminding everyone of the joy that comes from supporting those in need during the holiday season.