Awareness for organizations that raise funds for breast cancer treatments and research? And which one was mentioned in the article? You're looking it at too simplistically. Awareness isn't just about knowing something exists. It's also about having it top of mind. When these guys use the pink bats, etc., it generates discussion by the announcers, the folks doing the highlights, etc. That discussion makes the issue top of mind for the viewer. That, in turn, can lead to the viewer donating money/time (finding a BC charity isn't hard). It can also remind the viewer to get a mammogram and take other preventative measures. Or, if it is a male watching, it can prompt him to discuss that stuff with his wife/gf/daughter/sister/whoever. In relation to all the other diseases, doesn't breast cancern research receive the most awareness and fund raising in relation to how widespread the disease? While it's certainly a noble cause, it's kind of the easy way out - just wearing pink clothes.