Dallas Cowboys running back Ezekiel Elliott has brought in big bucks for The Salvation Army, just in time for Christmas.
In a touchdown celebration, he leaped into The Salvation Army's big red kettle, resulting in a flag for unsportsmanlike conduct. After the game, Elliot vowed to match the NFL's fine and donate to the organization. After the game, he pledged to donate $21,000 to The Salvation Army and encouraged his followers on Twitter to follow suit and donate $21.
Despite the NFL deciding not to fine the running back, Elliott's celebration did huge numbers for the Salvation Army. Within 12.5 hours, donations to the organization increased by 61 percent and they received more than $182,000 in donations between Sunday night into Monday morning.
According to an ad expert, Elliott's leap was equivalent to $4 million in advertising exposure.
"Let's give Zeke credit for that. It is certainly fun. We have those kettles there because we do want the visibility of reminding everybody, certainly at this time of year, how doing the most good is putting a dollar in that red kettle. To have gotten that attention in front of probably 20 million or so people [Sunday] night for the Salvation Army was just wonderful," said Cowboys owner, president and general manager Jerry Jones said Monday.
Lt. Col. Ron Busroe, the national community relations and development secretary for The Salvation Army is elated at the response. "We needed this boost. It's certainly the most we've been talked about in the five years I've been here. We were trending on Twitter last night."
Fellow NFL-er and New York Giants wide receiver Odell Beckham Jr., known for his outlandish touchdown celebrations, didn't seem to take too kind to the fact Elliott wasn't fined.
That's funny there's no fine for that. I could only imagine if I was the one to do it. Just bein honest .— Odell Beckham Jr (@OBJ_3) December 19, 2016
But he made sure to clear things up and said it wasn't an issue with "his boy' Zeke.
It's just crazy bro, u kno me .. and u kno that's my homie, I'm just talkin about standards. https://t.co/UM2dOcXOGM— Odell Beckham Jr (@OBJ_3) December 19, 2016
Never miss a headline! Sign up for Blavity's daily newsletter.