Show highlights 25th year Cowboys and Salvation Army have teamed
Luke Combs will perform live at AT&T Stadium for the nationally televised halftime show of the Dallas Cowboys game on CBS against the Las Vegas Raiders on Thanksgiving Day. Combs made the announcement during a national tour performance at American Airlines Center in Dallas last night (Thurs, Nov 18th). His performance will mark 25 years of a Cowboys and Salvation Army tradition that sounds a call for the American public to rally in support of the iconic Red Kettle Campaign, which is now in its 131st year. The Salvation Army is calling the 2021 campaign the most important yet, as the organization will provide Christmas gifts, food, shelter, rent, and utility assistance to millions of people struggling to keep a roof over their heads this holiday season due to pandemic poverty.
“Considering I’m a huge football fan, the Dallas Cowboys were always on our TV on Thanksgiving Day growing up, so it is a complete honor to be a part of their 25th Thanksgiving Day halftime show supporting The Salvation Army’s Red Kettle Campaign,” Combs shares. “I’m used to seeing my friend Ezekiel Elliott jump into the Salvation Army’s red kettle, so I’ve become very familiar with their program, and I’m humbled to be able to try and help put food on people’s tables and presents under their trees for Christmas. I hope lots of people will become aware of how they can help this year and beyond through my performance.”
“Luke Comb’s energy and spirit are just what we need to put a spotlight on the campaign in this milestone year and especially when so many people are struggling due to pandemic poverty,” states Charlotte Jones, executive vice president and chief brand officer for the Cowboys and former national advisory board chairperson for The Salvation Army. “We are so excited to have Combs perform on our national stage for a halftime show that I’m sure will inspire hope and generosity.”
The Salvation Army began its holiday fundraising campaign early for the second year in a row to ensure that hope marches on for millions combating the long-term effects of pandemic poverty. More than 4.6 million could face eviction and homelessness, while millions more face a daily challenge to put food on the table and pay bills like electric, water, rent, and mortgage.
“The Salvation Army could never express the full breadth of our gratitude for 25 years of an inspiring partnership with the Dallas Cowboys,” adds Commissioner Kenneth G. Hodder, national commander of The Salvation Army USA. “It takes an army of partners and supporters to care for our most vulnerable neighbors, and we’re encouraged to see the Cowboys continue rising to the occasion each year.”
The Red Kettle Campaign is the largest and longest-running fundraiser of its kind. Funds raised in 2020 supported services for more than 30 million Americans. Like many of its corporate and foundation partners, the nation’s largest private provider of social services has not stopped working to provide help and hope — no matter the cost — since the pandemic began. This year, The Salvation Army estimates it will need $175 million — almost 50% more than raised in red kettles in 2020 — to help keep Americans in their homes this holiday season and beyond.
Last week, Combs was awarded his first-ever win for Entertainer of the Year the CMA Awards in Nashville. Combs has eleven consecutive No. 1 singles, a first on the Billboard Country Airplay chart, and ten singles that have spent multiple weeks atop the chart and eight consecutive, multi-week No. 1’s. Combs also recently made history as the first artist ever to have their first two studio albums spend 25 weeks or more at No. 1 on Billboard’s Top Country Albums chart — breaking Taylor Swift’s previously held record at 24 weeks. The achievement comes as What You See Is What You Get topped the chart for the 25th time, while his 2017 debut, This One’s for You, has spent 50 nonconsecutive weeks at No. 1 — tying the record for the longest reign atop the chart. Adding to an already groundbreaking career, Combs returned to the stage this fall for his massive headline arena tour, featuring a special new in-the-round stage design. Combs will headline stadiums in 2022.
This year marks the 25th nationally televised Red Kettle Kickoff halftime show live at the Dallas Cowboys Thanksgiving Day halftime show. Luke Combs is the newest addition to the list of Red Kettle Kickoff celebrity halftime performers that includes Kane Brown, Ellie Goulding, Meghan Trainor, Thomas Rhett, Eric Church, Luke Bryan, Selena Gomez, Kenny Chesney, Enrique Iglesias, Keith Urban, Daughtry, Jonas Brothers, Kelly Clarkson, Carrie Underwood, Sheryl Crow, Destiny’s Child, Toby Keith, LeAnn Rimes, Creed, Jessica Simpson, Billy Gilman, Clint Black, Randy Travis, and Reba McEntire.
