Heres how it works: Fans grow a beard and get sponsors to donate cash to benefit Neurofibromatosis research for every inch of beard growth.
Spokesperson John Cimperman says players have been growing out their beards during playoffs for years as a superstitious charm, but this is the first time fans have been invited to join in and help a charity as well.
So far almost 6,000 fans are growing out beards and $200,000 has been raised, but both figures are expected to grow each day.
Giving back to charity may be a beautiful thing, but Cimperman says the view in the stands is getting pretty freaky.
He jokes, Two teams will be playing until mid-June. Things are gonna get pretty ugly with all those beards around.
You can get more information at beardathon.com.
(Contact numbers available only to subscribing media or trial media users. You can request samples at the Wireless Flash web site.)
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