mediately apparent that they em-
body the integrity, hope, efficiency
and aspiration that we were looking
for." Thus began a partnership that
has resulted in many expressions,
the most visible being the halftime
show during the traditional Thanks-
giving Day Dallas Cowboys game.
the television networks had to be
sold on the idea. With an average
viewership of 30�40 million people
worldwide, the airtime is extremely
valuable. Beyond that, the networks
insist on entertainment that is en-
gaging to the general public so they
do not lose viewers. Maintaining a
balance between popular entertain-
launch continues to require deli-
cate maneuvering. At the popular
halftime show, what has emerged
has been an A list of performing
stars along with Cowboy cheerlead-
officers, soldiers, clients and vol-
unteers. Additionally, Jerry Jones
places Salvation Army shields and
oversized kettles throughout the
playing field so that almost every
camera angle picks up the familiar
symbols. This effort applies not only
to the Thanksgiving game but con-
tinues throughout the NFL season.
partnership with the Army. "It's
exceeded anything I could have
imagined. The visibility we have
in sports is misplaced. We ought to
be celebrating great teachers, the
people who heal, the ones who cre-
ate jobs. But sports has a place, so
I want to do something that recog-
nizes The Salvation Army, its 3�
million volunteers, the great work
of its officers, soldiers and employ-
ees. When I go places, you think
people might say, `Go Cowboys' or
`Don't mess with the Forty-Niners.'
But over and over they talk to me
about The Salvation Army and the
of the Dallas Cowboys and daughter of team owner
Jerry Jones, recalls, "Eighteen years ago (1996) my
parents challenged me to fi nd an organization that
was nationally as well as internationally known and that
had unquestioned integrity.
and Commissioner David Jeffrey,
National Commander, at the 18th
Thanksgiving Day event.
to "give back" by performing at the Thanks-
giving Day Kettle Kick�off. Greeting her are
Charlotte Jones�Anderson and Lt. Colonel
Ron Busroe, National Community Relations
and Development secretary.