While fans can also purchase pink [NFL Branded] clothing and accessories to support the cause, a shockingly small amount of the fans' money is actually going towards cancer research.
According to data obtained from the NFL by Darren Rovell of ESPN, the NFL "takes a 25% royalty from the wholesale price (1/2 retail), donates 90% of royalty to American Cancer Society."
In other words, for every $100 in pink merchandise sold, $12.50 goes to the NFL. Of that, $11.25 goes to the American Cancer Society (ACS) and the NFL keeps the rest. The remaining money is then divided up by the company that makes the merchandise (37.5%) and the company that sells the merchandise (50.0%), which is often the NFL and the individual teams.
How is this "shockingly small"? A donation of 11.25% of the retail price, and 22.5% of the wholesale price, of a piece of clothing is a pretty hefty. What do they expect? All the author is doing is demonstrating his (her?) ignorance of retail and clothing net profit margins. In particular, how can you try to make the NFL the bad guy for donating 90% of the money they actually get? It's their program, they can't donate the clothing manufacturer's money.
And besides, the NFL should be congratulated for being open about the numbers -- there is often zero transparency in such charitable promotional programs. How much of the money in the last charity gala you attended do you think actually made it to the charity rather than just help fund the self-aggrandizement of their socialite sponsors?