When the Dallas Cowboys take the field against the Kansas City Chiefs this Thanksgiving, the stadium won’t just be roaring for football — it’ll be ringing for hope. Nine-time diamond-certified superstar Post Malone will headline the Red Kettle Kickoff Halftime Show, airing live on CBS at 3:30 p.m. CST Nov. 27, 2025, officially launching The Salvation Army’s iconic holiday campaign, according to a release.  

Now in its 29th year, the Red Kettle Kickoff has become a Texas-sized tradition — a highlight of the Cowboys’ Thanksgiving festivities and one of the nation’s longest-running annual fundraisers of its kind. The halftime show serves as a rallying cry for donations to The Salvation Army’s work in communities across the country, reminding viewers that even small acts of generosity can spark real change. 

For Malone, this stage hits close to home. As a youth, his family moved to the Dallas-Fort Worth area when his father, Rich Post, joined the Cowboys as assistant director of food and beverage at AT&T Stadium. Through that connection, Malone remained close to the Gene and Jerry Jones family and the organization itself. 

“I’m from Texas. I grew up a Cowboys fan and have been watching this halftime show for years,” Malone said. “It’s a real honor to be part of the Red Kettle Kickoff with The Salvation Army and the Dallas Cowboys and help bring hope to so many people.” 

Charlotte Jones, Cowboys co-owner and chief brand officer, echoed Malone’s excitement. “The Red Kettle Campaign is more than a tradition — it’s a lifeline,” she said. “Every ring of a bell is a reminder that small acts of generosity can spark real joy. We’re proud to stand with The Salvation Army once again and are so excited for our biggest fan, Post Malone, to share his immense talent and energy with fans nationwide.” 

The Salvation Army, the nation’s largest private provider of social services, operates more than 7,400 centers nationwide, offering programs tailored to local needs. Through public support, the organization provides food, housing, and a range of services year-round to nearly 28 million people. 

This year, the need is especially pressing. Economic uncertainty continues to impact both traditionally vulnerable populations and those facing new hardships, especially with the  recent government shutdown, which is affecting SNAP (Supplemental Food Assistance Program) benefits. Every donation — whether coins in a Red Kettle, digital contributions, or even cryptocurrency — stays in the community where it’s given, creating an impact on local food insecurities. 

Ways to help include: 

Donate cash, coins, or checks at any Red Kettle. 
Give a one-time or monthly gift at Give.SalvationArmyUSA.org. 
Make digital donations via Apple Pay, Google Pay, PayPal, or Venmo. 
Contribute cryptocurrency through the secure Engiven platform at SalvationArmyUSA.org. 
Volunteer to ring the bell at a Red Kettle via RegisterToRing.com. 

“For nearly three decades, the Dallas Cowboys and the Gene and Jerry Jones family have been dedicated partners to The Salvation Army,” said Commissioner Merle Heatwole, national commander of The Salvation Army in the United States. “Their unwavering commitment has helped bring hope and care to our most vulnerable neighbors, and we’re deeply thankful to Post Malone for helping us kick off the holiday season.”