Breast Cancer Awareness is all over the networks – at least it’s all over ESPN, NFL Network, NBC, CBS, and Fox Sports. Guess it yet? The NFL is blowing the horn to the tune of Pink – massive pinkness in the most macho of arenas.

Pink Gatorade towels. Pink shoe covers. Pink wristbands. Pink cleats, chin straps, and ribbon decals. Pink whistles for the (real) referees, for heaven’s sake. And why?

The purpose of all this pink on the turf is supposed to make all NFL football fans think about breast cancer. Be Aware. Know it’s there.

I can’t help it. My inner cynic is screaming “Enough with the pinky dances already!” My inner cynic, for those who don’t know, is very tuned in to breast cancer in the realm of early detection through mammograms. I’m more than aware of radiation studies, chemo, reconstruction – you name it, friends and family in real life have lived it. Yes, Mom, my latest mammogram was once again normal.

Before readers denounce me as a Bah Humbug, my inner cynic must look into its own wardrobe for two (at least two) pink t-shirts designed by an art teacher who was raising money for the Avon Walk in Chicago. I also own a pink polo shirt with the Green Bay Packers logo on it and the famous pink Packers baseball cap pioneered by Deanna Favre. Both of these items sold out quickly, and not just for Deanna. We still liked Brett back then, but we who bought pink knew a significant portion of our purchase money would go toward breast cancer research.

Well, readers, you might recognize my tone already. I have contributed to breast cancer research through purchases of t-shirts, baseball caps, and just simply by donating to sponsor my amazing friends who walked the walks. So why, why would I complain about the wealthy NFL putting its pink on parade to bring attention to breast cancer for Breast Cancer Awareness?

I complain because awareness is the lowest form of knowledge. Awareness means we know it exists. Awareness means, hey, look at that guy, he’s man enough to put on pink wristbands. This pink thing must be important. What does the pink stand for again?

Awareness doesn’t mean understanding, public support, private support, or personal support. The biggest anticlimax is that all that pink doesn’t mean financial support.

I’ll pose a few questions.

The NFL plans to auction off pink gear to raise money. How much will they raise? How much do they hope to sell? What percentage of the proceeds will actually become donations? And to whom will those donations go?

How much did Gatorade spend on those towels? I’d venture a guess that it could have funded many mammograms for women who don’t have medical coverage. Those dollars might have made up for some of the bucks that Susan B. Komen foundation tried to pull from Planned Parenthood – money that funded just that.

How about those pink whistles? Cute, huh? Cute, however, doesn’t pay the bills when a woman is recuperating from reconstructive surgery. Putting the bucks directly into a fund for follow-up care would go much further than the whistle-stop campaign.

The hot pink shoes, wow, they really show up well on TV hoofin’ their way toward the end zone or during a dramatic kickoff or punt return. But again, at what cost? How much good could that money do if it were used for research toward saving lives?

Okay, NFL, you know I’m a fan. I’m a true blue green and gold cheesehead shareholder type. I’ll keep watching games, pink or no pink. The token pink, though, still irritates me.

Let’s see the teams and their officials and their coaching staff wear the regular colors and have the organization instead make a more-than-token donation to breast cancer research. Maybe when public groups like football teams move beyond the pink ribbons and towels we as a society can admit that research and treatment will gain more from a sizable infusion of cash than from muscular young men sporting hot pink shoelaces.

Until then, maybe I’ll stick to listening to my beloved Packers on the radio for the rest of October.