RIPON, Wis. - For the fourth year the Midwest Conference is proud to support an umbrella cancer initiative known as Play for the Cure. Play for the Cure aims to promote awareness for early detection of cancer and raise funds dedicated to cancer research and prevention.

In the winter Play for the Cure will run from February 7-16 which encompasses events over the sports of men's basketball, women's basketball, indoor track & field, and swimming & diving.

At select MWC contests the participating teams will be wearing pink “Play for the Cure” t-shirts in pre-game warm-ups and pink memorabilia during the contests. Other fundraising activities will occur during select games to promote awareness and raise funds to help find a cure for the many forms of cancer.

Again this year the MWC will partner with the American Cancer Society to help with the fundraising and cancer awareness with the help of former Beloit football player Cody Allen. Allen is now the main contact in the Midwest Division for the American Cancer Society and is excited to begin the partnership.

"As a Beloit College alum and former Midwest Conference athlete, on behalf of the American Cancer Society, it is an honor to partner with the MWC's "Play For The Cure" campaign," said Allen. "This is a great opportunity for all the MWC institutions to unite in the fight against cancer. This is a cause we can all connect with and I am thrilled that the MWC is helping the American Cancer Society create a world with less cancer and more birthdays.”

The MWC will continue the initiative throughout the 2013-2014 season in the spring (April 11-20). All proceeds from Play for the Cure will be donated to various cancer charities for research into its cause, prevention and cure.

The American Cancer Society saves lives and creates more birthdays by helping people stay well, get well, find cures and fight back. Thanks to their supporters, more than 11 million cancer survivors in America will celebrate another birthday this year. The Coaches vs. Cancer program empowers coaches, their teams and communities to make a difference in the fight against cancer by participating in a variety of national and local events. Their mission is to increase cancer awareness and promote healthy living among students, faculty, school staff, fans and the community through year-round awareness efforts, fundraising activities, and advocacy programs. Since its inception in 1993, Coaches vs. Cancer has raised more than $60 million to support the American Cancer Society's work to save lives from cancer.

For more information on the initiative and how you can help please visit the [MWC Play for the Cure page] which contains links to charities and educational information. You can also order Play for the Cure apparel by going to the [MWC apparel website].