Kentwood’s football game against crosstown rival Kentridge Friday has a whole new meaning as the stands will be filled with pink.

Kickoff for Kentwood’s third annual Breast Cancer Awareness Game, a South Puget Sound League North 4A showdown, is 7 p.m.

The Kentwood cheerleaders, coached by Kim Kawachi and Tyler Janes, host the event. Pink gear in support of the Susan G. Komen Foundation of Puget Sound will be available for purchase at the game as well as at school during the week.

All proceeds benefit the Komen Foundation of Puget Sound.