not the tradition of the game.
It's interesting you say that because the astronomical amounts of money they pay these athletes, the unnecessary rule changes that benefit only the corporations long term monetary goals, the globalized commercialization of their apparel, and the athletes god-like status isn't a tradition, either.
A whole month of wearing pink gloves on national TV isn't going to gay anyone enough to turn queer after watching grown men in tight pads fucking bump into each other anymore than the men in tight pads bumping into each other will.
I wear my ribbon proudly and in a place where all can see it because I care for women and understand that for them breast cancer is one of the most psychologically damaging types of cancer for a woman to contract.
Sure, selling the pink merch is a marketing ploy, but it does benefit both the foundation upon purchase and whoever might derive some kind of inspiration from seeing somebody else support it. That's how I became involved in the foundation.