CeeDee Lamb Turns Down \$12M Endorsement Linked to Dallas Displacement: “We’re Not For Sale”
August 10, 2025 – Dallas, TX
Dallas Cowboys star wide receiver CeeDee Lamb is earning praise far beyond the football field this week after turning down a massive \$12 million endorsement deal tied to a controversial real estate development in South Dallas.
The proposed project has come under fire for contributing to the displacement of low-income residents — and Lamb made it clear he wants no part of it.
“I represent the people — not those pushing them out,” Lamb said in a brief but powerful statement released on Friday. “We’re not for sale.”
The endorsement offer reportedly came from a luxury real estate firm seeking to expand a multi-use complex in South Dallas. The development has already sparked backlash from community leaders and housing advocates, who argue that the project will accelerate gentrification, increase rent prices, and displace long-term residents.
Sources close to Lamb say the deal would have involved marketing the new development and appearing in ads for upscale residential units and commercial spaces. But Lamb, a beloved figure both in Dallas and nationally, chose to walk away from the offer, aligning himself with the community that’s raised concerns over the deal.
Social media erupted following Lamb’s announcement. Within hours, the hashtag StandWithCeeDee began trending on X (formerly Twitter), with fans, activists, and fellow athletes applauding the wide receiver for putting ethics before endorsements.
“He’s showing what leadership looks like off the field,” wrote one user. “Money talks, but so does character. And Lamb just made a statement that echoes louder than any ad campaign.”
Community advocates in South Dallas were quick to express their gratitude. Tamika Rollins, director of the South Dallas Housing Coalition, said Lamb’s decision gives the movement a powerful boost.
“For a star like CeeDee to say no to that kind of money — it validates everything we’ve been fighting for,” Rollins said. “It tells developers: people come before profits.”
Lamb, 26, has long been involved in community outreach, especially in underserved areas of Dallas. Since being drafted by the Cowboys in 2020, he has supported youth sports programs, funded scholarships, and donated to food drives throughout the city.
While many athletes routinely engage in philanthropic efforts, Lamb’s outright rejection of a lucrative deal — and the social stance behind it — sets a new precedent.
“I’ve been blessed,” Lamb said. “That doesn’t mean I turn my back on the people who don’t get these chances.”
As the NFL season approaches, Lamb’s actions have sparked a larger conversation about athlete activism and the role public figures play in shaping their communities — not just representing them.
Whether on the gridiron or in his neighborhood, CeeDee Lamb is proving that integrity, like talent, can’t be bought.