Since 1966, watching the Dallas Cowboys play on Thanksgiving Day has become a cherished tradition. In 1997, a remarkable partnership was forged between the Dallas Cowboys and the Salvation Army to kick off the nonprofit's annual Red Kettle Campaign. Over the course of its 27-year history, this campaign has raised an astonishing amount of more than $3 billion.

The Significance of the Halftime Show

The halftime show during these Thanksgiving games shines a national spotlight on the growing needs of millions of families across the United States during the holiday season. It serves as a powerful platform to raise awareness and encourage support for those in need.

Charlotte Jones and Her Vision

Credit for the innovative approach to fundraising goes to Charlotte Jones, the Chief Brand Officer and co-owner of the Dallas Cowboys. She has masterfully invited some of the biggest names in music to perform at halftime. From Reba McEntire to Destiny's Child to Dolly Parton, her choices have added a touch of star power to the event.

This year, country music superstar Lainey Wilson, the reigning CMA and ACM Entertainer of the Year, is set to take the stage. She is known for her incredible talent and captivating performances. "I'm so excited and honored. Just very thankful, tis the season," Wilson shared with NBC5. "This is a big moment for me and my crew, and especially to be teamed up with the Cowboys and Salvation Army. It's truly an honor."

Jones had this to say about Wilson, "She is one of the best performers that I have ever seen live and in person, and probably even more important than that, she has such a beautiful heart. And I think this performance on Thanksgiving is about both. It's about huge entertainment. It's about excitement. It's about a huge audience but it's about capturing that audience and giving them heart so that they feel the passion and the cause and the purpose of why we are doing this, and that's for the Salvation Army and inspire people to give."

The Impact of the Red Kettle Campaign

The money raised through the Red Kettle Campaign remains in the communities where the donors live. This year, with five fewer giving days, the nonprofit relies heavily on volunteers to be bell ringers and shoppers willing to adopt an angel from the Salvation Army Angel Trees throughout North Texas.

There is a record number of more than 41,000 angels available for adoption this year, including children, seniors, and adults with special needs. Each of these angels represents a person in need, and by adopting one, you can make a real difference in their lives. You can adopt an angel here.

The Dallas Cowboys and the Salvation Army's partnership is not just about raising money; it's about creating a sense of community and making a positive impact. It's a reminder that during the holiday season, we have the opportunity to come together and help those in need. With the help of performers like Lainey Wilson and the efforts of volunteers, the Red Kettle Campaign continues to make a difference year after year.