“My Cause My Cleats” should inspire football fans to recommit to their communities this Super Bowl Sunday.
Persecuted Christians. Youth sports. Foster-care programs. Cancer prevention. Military and veteran support. Giving juveniles a second chance. These were just some of the philanthropic efforts promoted by NFL players on custom-designed cleats through the "My Cause My Cleats" campaign during weeks twelve and thirteen of this past regular season.
For a decade, the player-led initiative, in which more than 1,800 NFL personnel and on-air personalities participated this past fall, has been elevating important causes and nonprofit organizations in order to “highlight the collective positive influence the NFL family has in communities around the world,” according to a Nov. 17, 2025, press release.
Its mission could not come at a more opportune—or vital—time in American culture. In truth, “My Cause My Cleats” should inspire the tens of millions of football fans watching to champion volunteerism and fundraising more than the New England Patriots or Seattle Seahawks during Super Bowl LX.
Though gridiron glory, “Big Game” snacks, and couch-potatoing with family and friends are fun and serve a purpose, they pale in comparison to the harsh realities afflicting our neighbors and communities daily. Hitting a parlay seemingly trumps tithing. And the roar of the crowd can easily drown out the cry of the poor. Indeed, the need has intensified—and many nonprofits are struggling with increased demand, fewer resources, and fewer funds. Even volunteerism, which rebounded since the pandemic, has taken a hit, gradually declining over time nationwide.
But “My Cause My Cleats” offers a hopeful yet imperative lens: to get off the sidelines and into the community. As Damar Hamlin, a safety with the Buffalo Bills, stated, “I’ve always been chasing making a difference, and now I’m in a position to transform the generation that comes after me,” adding, “There are so many communities, like mine, that deserve a chance.”
This year, Hamlin partnered with Stand Together and the Chasing M’s Foundation—the latter a nonprofit dedicated to the development, health, and safety of youth through sports, engagement activities, training, and programming. He is merely one of the plethora of current or former stars to lend their names, voices, and cleats to the NFL charitable initiative. The expansive list includes Christian McCaffrey (San Francisco 49ers), Myles Garrett (Cleveland Browns), Miles Killebrew (Pittsburgh Steelers), Lane Johnson (Philadelphia Eagles), Jonathan Allen (Minnesota Vikings), Derrick Barnes (Detroit Lions), and Demario Davis (New Orleans Saints).
But star power matters. As Nick Brown, senior director of sports partnerships at Stand Together, said, “When players who are trusted leaders in their communities champion the causes they care about, people listen,” adding, “The NFL brings an unmatched platform to elevate the stories of players driving change.”
Stand Together—which helps community leaders tackle the root causes of the nation’s problems—has collaborated with the NFL for six years, though 2025 marked the first official partnership. Its network of more than 1,300 communities in all 50 states, coupled with the NFL’s omnipresence, has been effective over the past several years, raising more than $1.2 million.
Yet more can—and should—be done. This is not lost on Brown. Beneath the goodwill and colorful, unique cleats, nonprofits are “fundamental to American communities because they reflect a simple but powerful truth: lasting progress starts with people,” he said. This sentiment evokes a distinctly American trait of which Alexis de Tocqueville observed in Democracy in America (1835)—citizens’ capacity to form bonds via civic associations.
However, these groups are increasingly shuttering at-large. Neighbors are isolated—more so than when Robert Putnam explored the phenomenon in Bowling Alone: The Collapse and Revival of American Community (2000). The nonprofit sphere, indeed, needs a revival, as Brown explains:
“While the government, business, and education play important roles, communities and nonprofits are where neighbors step up to solve the problems closest to home, using local knowledge, trust, and lived experience to turn compassion into action. Nonprofits don’t just provide help; they unlock the strength within individuals and communities.”
This Super Bowl Sunday, munch on those chips, dive into the Buffalo chicken dip, crack open a cold one, and make some friendly wagers. The game is an American holiday in all but name only. We should enjoy the festivities and good cheer. Nevertheless, after the confetti falls and the Lombardi Trophy is hoisted, Americans should recommit or engage with their community, as “My Cause My Cleats” demonstrates. We cannot punt this responsibility; instead, let’s take the proverbial handoff, get involved, and leave a greater legacy than any gridiron success could offer: the chance to illuminate someone’s world more brightly than stadium lights.
