NFL Giants Unveiling Charitable Program With Hackensack UMC

The NFL Giants this morning are unveiling a new charitable initiative, similar to Boston's venerable Jimmy Fund. The "Tackling Kids Cancer" program will be introduced at Modell's flagship Times Square store. Modell's is a sponsor of the program and will sell exclusive "Giants Pride" T-Shirt to help raise money. The charity, developed with Giants sponsor Hackensack Univ. Medical Center, will benefit pediatric cancer research.

The Giants and Hackensack UMC will support the effort with promos featuring QB Eli Manning in the team's pregame and in-game asset media. Collections for the program will be made at two Giants home games. Former NFLer Jeff Sofka's Bendigo Co. developed the program for Hackensack UMC. "We've made a commitment to build this for the long run," said Giants CMO Mike Stevens.