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Tracey Holmes

Director of NFL & Strategic Partnerships
United Way Expert Ask me about NFL Partnership, Character Playbook, Power of Sports Partnerships, Public Service Advertising, Hometown Huddle, NFL Man of the Year, NFL Player Engagement.

Tracey Holmes, United Way’s Director of the National Football League & United Way Partnership, is at the helm of the longest running collaboration in history between a major sports league and a nonprofit organization. United Way’s relationship with the NFL is associated with the iconic public service ads that began airing during NFL games in the early 1970s.  Under Tracey’s guidance, the partnership has continued to evolve and tackle some of the challenges faced by young people today including childhood obesity, barriers to graduation and bullying.

The partnership’s latest innovation is Character PlaybookTM, a digital curriculum for middle school students focused on positive character development and building healthy relationships. The program has been recognized with two national awards acknowledging its positive impact on youth throughout the country.  Other NFL-related programs that Tracey has led for United Way include: Hometown Huddle, NFL Man of the Year Award, NFL Play 60, United Way TEAM NFL Million Mentor Goal, Kickoff Community Builds and Back to Football Friday.

Tracey has spent the entire span of her career in service to United Way. Respected for her vision, strategy and grace, Tracey is our expert on leveraging love of sport with commitment to community. 

Blog Posts by Tracey Holmes

Highlights From the 2012-13 Football Season

Throughout the year, football players in partnership with local United Ways from all around the United States have done some amazing things and have lived their mission. That mission is to cut the number of high school dropouts in the United States by 50%.


Just this week, United Way was chosen by Forbes magazine as an “All-Star Charity.” It’s a distinction only held by five nonprofits and we wear it proudly. However, we share the accolade with our “All-Star” partners and the millions of volunteers who over the past 125 years have worked with us to strengthen communities and improve peoples’ lives.

Everyone Needs a 12th Man

In Seattle's Century Link Stadium, the number 12 is retired. The number 12 is sewn into the collar of every player's jersey. It's built into the team's core mission. And at every Seahawks game, a flag rises in honor of number 12.