ENGLEWOOD, Colo. — For the second consecutive year, the Broncos will celebrate their "Fight Like A Bronco" campaign that recognizes survivors of all forms of cancers.
The Broncos, partnered with The American Cancer Society, will honor 125 cancer survivors through a halftime ceremony during Sunday's game against the Giants — and the efforts will continue throughout the month of October.
The celebrated cancer survivors will also visit with President/CEO Joe Ellis during a special pregame reception at the stadium.
The NFL has also taken steps toward honoring more survivors, and the league will focus this year on looking at all cancers that can be battled by early detection through its Crucial Catch program.
"For about a decade, the NFL has really focused on breast cancer awareness," Executive Director of Community Development Allie Pisching said. "Pink has become synonymous with October, which is great. It shows the platform that the NFL has to tie this in. I think with the inclusion of all cancers, we're really tying into that month where fans are already expecting to see colors, messaging, commercials and promotions from not only our players, but our clubs as to ways that we can help people battling cancer and also early detection. It's a great way to tie everything in together."
Each participant will have the opportunity to select a rally towel of a variety of colors — reflective of the NFL's multi-colored "Crucial Catch" moniker — to shed light on the variety of cancers represented. The organization hopes to raise awareness regarding these various forms of detectable cancer.
Though the Broncos will honor many people Sunday, it is a personal connection that helped this transformation come about.
"Our Assistant Turf Manager Luke Kellerman has been with the team for a number of years and he is currently battling cancer himself," Pisching said. "He was actually the one that approached our community development department about a way to incorporate all cancers and was really the reason that we started this transition last year. Luke is a very special member of our Broncos' family. He'll be with us at the game on Sunday which will be a great treat for him and his family. We really see him as the co-founder of the 'Fight Like A Bronco' campaign and we're proud to incorporate him into our game day activities."
During the game, fans will be treated to video-board messages from players and coaches whose families have been impacted by the disease.
The "Fight Like A Bronco" campaign began in 2016 with a $60K donation from Denver Broncos Charities. The organization donated $20K to Susan G. Komen Colorado in honor of breast cancer survivors, and the remaining $40,000 went to the American Cancer Society to help fund pediatric cancer research and colorectal screenings.
More than 12,000 people gained screening opportunities as a result of the donation.
If fans would like to make their own donation to help fund cancer research, they may visit www.crowdrise.com/crucialcatch.