American Cancer Society’s Crucial Catch Leverages Super Bowl for Cancer Awareness, Fundraising

Chances are, you’ve heard of the American Cancer Society. It’s a powerhouse charity that has raised billions of dollars since it was first established in 1913. But do you really know the extent of ACS’ impact?


The money raised by ACS benefits every aspect of a cancer patient’s experience, as well as research into new treatments, genetic factors behind cancer, and how to improve quality of life for cancer patients. ACS helps people fight all forms of the disease. Funding – which averages nearly $1 billion each year – helps patients and survivors with everything from paying for healthcare to managing treatment during a natural disaster.


One of the American Cancer Society’s biggest fundraising events is Crucial Catch, an annual partnership with the National Football League. ACS leverages the widespread excitement leading up to the Super Bowl to publicize a widespread fundraising, education, and awareness campaign. Crucial Catch focuses on the importance of prevention and early detection of multiple cancers. In addition, the campaign addresses the unequal burden of cancer in underserved and marginalized communities.


Throughout Crucial Catch, ACS raises money and awareness on many platforms, including our signature app, GoodBookey, created by our parent company Carimus to help nonprofits and charities fundraise using the popular activity of peer-to-peer sports betting.


The money raised through Crucial Catch – more than $18 million since 2009 – supports ACS’ Community Health Advocates implementing Nationwide Grants for Empowerment and Equity (CHANGE) program. This program implements community-based cancer prevention seminars in the communities that need them most.


There are a number of ways to get involved with this fundraiser, and one of them benefits you in a major way: The Defender, ACS’ online tool, helps you assess your personal cancer risk then come up with a unique game plan to reduce it. All users have to do is enter their statistics and answer a few brief questions. In addition, Crucial Catch gear – customizable to your favorite NFL team logo – is available for purchase, and a special NFL credit card sends 1% of all October purchases to ACS.


“Crucial Catch not only benefits a cause near and dear to our hearts, but also maximizes impact using technology,” said Carimus co-founder and CEO Tony Pease. “American Cancer Society has proven that fintech can and should be harnessed for others, and especially those in the most underserved populations. That’s not far off from GoodBookey’s own mission – so we feel very humbled to be one of the platforms that they’ve chosen to use for this fundraiser.”

To try ACS’ Defender tool, visit  With the Superbowl coming up on Sunday make sure to download GoodBookey and place bets in honor of your favorite charity! GoodBookey is available for download in the Google Play Store, iTunes Store, and at