MLS & Continental Tire team up for Kick Childhood Cancer Campaign
September 10, 2021
Major League Soccer (MLS), its social responsibility platform, MLS WORKS, and Continental Tire are teaming up to support Childhood Cancer Awareness Month with the eighth annual "Kick Childhood Cancer" campaign to raise awareness of pediatric cancers and fundraise for childhood cancer research. Throughout September, MLS, its member clubs and players will drive awareness through in-stadium activations, league social and digital channels and on national and regional broadcasts.
Additionally, MLS and Continental Tire will partner with MLS clubs to “surprise and delight” pediatric cancer patients and health care providers with unique experiences and acts of kindness. Messages of hope generated from players, coaches and staff will be used to produce customized blankets which will be distributed during the holidays to provide comfort to patients during treatments and hospital stays.
According to the American Cancer Society, about 10,500 children under the age of 15 in the United States will be diagnosed with cancer in 2021, with rates rising slightly over the past few decades. Globally, more than 400,000 children are diagnosed with cancer annually. Kick Childhood Cancer supports research efforts to find cures for all types of childhood cancer.
The campaign's primary beneficiary, Children’s Oncology Group (COG) Foundation, is the world’s largest organization devoted exclusive 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. This annual campaign enables COG to strengthen research efforts, 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. According to COG, the Kick Childhood Cancer campaign has helped to offset the costs of more than 33,000 clinical trial enrolments to-date, with an expected 40,000 to be enrolled by the end of 2021.
“As one of the most vulnerable populations affected by the ongoing pandemic, now more than ever our continued support of Children Oncology Group’s research and clinical trials is crucial in the fight against childhood cancer,” said JoAnn Neale, President & Chief Administrative Officer, MLS.
MLS Clubs have created custom pajama bottoms to be distributed to local pediatric cancer patients as a token of comfort. Continental Tire will amplify efforts with an inspirational video series hosted by MLS player and childhood cancer survivor, Matt Lampson. The series will feature empowering stories from current and former patients, families, doctors, caretakers and community members who aid children on their road to recovery.
Fans are encouraged to support the Kick Childhood Cancer campaign by tweeting inspirational messages with the hashtag #KickChildhoodCancer during September. For every post featuring the hashtag, Continental Tire will donate $1 (up to a maximum of $50,000) to COG.
MLS is a Founding Supporter of Beyond Sport.