‘Think Pink’ looks a lot more like ‘Think Green’ when it comes to the NFL’s Breast Cancer Awareness initiative, thanks a report by Business Insider that was sparked by a tweet from ESPN’s Darren Rovell. The report, which examines how profits from the league’s pink merchandise sales are distributed, shows many beneficiaries, but shockingly, the American Cancer Society (ACS) is the smallest.

“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.”