Watching the Dallas Cowboys play on Thanksgiving Day has been a tradition since 1966. Since 1997, the Dallas Cowboys and the Salvation Army have partnered to kick off the nonprofit's annual Red Kettle Campaign. It's raised more than $3 billion in its 27-year history.

The halftime show puts a national spotlight on the increasing needs of millions of families living in the United States during the holiday season.

Watch NBC 5 free wherever you are WATCH HERE

Credit for the groundbreaking approach for fundraising goes to Charlotte Jones, Chief Brand Offcer and co-owner of the Dallas Cowboys. From Reba McEntire to Destiny's Child to Dolly Parton, Jones has invited some of the biggest names in music to perform at halftime.

This year, it's country music superstar and reigning CMA and ACM E

See Full Page