Now in its third year, the NFL’s very public approach to breast cancer awareness has resulted in approximately $3 million in contributions to the cause, something that is unquestionably good. The campaign is not without its critics, though, who are asking a variety of questions. Some wonder whether, given the wide prevalence of public awareness of breast cancer, the NFL’s stage might more effectively be used to increase awareness within the male population– the league’s primary audience– of the risks associated with colon cancer, a disease with less attention but high incidence nationwide. Others, tired of the harsh pink visuals in the country’s most television-centric sport, constructively wonder whether the campaign might raise more money by letting people pay to somehow watch the game without seeing the neon-pink gloves, cleats, and other things, all of which seem to confound the color spectrum on even the highest definition televisions.

None of these critiques question the fundamentals of the NFL’s breast cancer awareness campaign, which is what makes the latest inquiry stand out. In an article posted last week, Business Insider asked, “Why is the NFL profiting off of breast cancer?” That doesn’t sound too good. The article explains that, while on-field pink equipment items are sold at auction, with the proceeds going to the American Cancer Society (an organization dedicated to “research, education, advocacy, and service”), “it is less clear how much of the sales of pink gear in the NFL Shop go towards research.” The article continues:

According to the website, by purchasing pink items in the NFL Shop, fans can “support the fight against breast cancer with pink NFL breast cancer awareness gear.” Of course, there is a huge difference between supporting “awareness” and donating money to research. In the case of the former, most of the money ends up in the pockets of billionaire NFL owners.

When we contacted the NFL’s online shop for clarification, we were told 5% of the sales are being donated to the American Cancer Society. If the pink products have a typical 100% mark-up at retail, that means the NFL is keeping 90% of the profit from the sale of Breast Cancer Awareness gear.

There’s more math to be done, though, because according to Charity Navigator, 70.8% of donations to the American Cancer Society go something called “Program Expenses,” which, according to the Business Insider article, is the designation for the organization’s research and educational programs. According to Business Insider, this means that “for every $100 in sales of pink gear, only $3.54 is going towards research while the NFL is keeping approximately $45 (based on 100% mark-up).” On Business Insider’s math, even this probably is a generous estimate, since the American Cancer Society does more than just fund research, as evidenced by their mission statement, quoted above.

The NFL issued a response:

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