The Big Business Of Breast Cancer

Some $6 billion a year is committed to breast cancer research and awareness campaigns. Is it any wonder that the disease has become a gold mine for pink profiteers and old-fashioned hucksters?

Aside from the slow-rolling hot dogs at concession stands and the sideline billboards for Hubba Bubba bubble gum, you'd be hard-pressed to find a hint of pink at any of the National Football League's 31 stadiums, where, during most of the six-month season, the decor tends to match the distinctly masculine nature of the game. Not so in October, when pink becomes the de facto color of the sport. Players bound onto the field sporting pink cleats, wristbands, and chin straps, and punt pigskins emblazoned with pink decals under the watchful eyes of refs with pink whistles. It's all part of the league's massive sponsorship of National Breast Cancer Awareness Month, which by October's end will have seen the distribution of 650,000 pink ribbons at stadiums across the country.

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