Sinclair is launching the next iteration of its “Sinclair Cares” initiative to help raise money for the Salvation Army during its response to intense flooding in Texas, the broadcaster announced on Tuesday.
The move comes after Sinclair’s local TV stations in the affected region provided non-stop coverage of the flooding since it began late last week. The stations include KABB (Channel 29, Fox) and WOAI (Channel 4, NBC) in San Antonio, one of the areas impacted by the flooding. Austin-area CBS affiliate KEYE (Channel 42) also expanded its newscast to provide coverage of the floods.
The three stations and others owned or operated by Sinclair will inform viewers of the best way to donate through the initiative, called “Sinclair Cares: Texas Tragedy Relief.” All proceeds raised during the campaign will go toward the Salvation Army’s relief efforts, Sinclair said.
“The devastation caused by the recent flooding is truly heartbreaking, and our deepest condolences go out to the families who have lost loved ones,” said Rob Weisbord, Chief Operating Officer and President of Local Media at Sinclair. “Sinclair is part of this community, and in times like these, we believe it’s our responsibility to step up and help. Through Sinclair Cares: Texas Tragedy Relief, we hope to mobilize our audiences and help provide immediate support to those impacted. We’re proud to partner with The Salvation Army, whose teams are already on the ground delivering critical aid where it’s needed most.”
At least 100 people were killed in the flood, including several children who were attending a summer camp in Hill County. Five campers and one camp counselor are still missing, KABB reported on Tuesday. Local law enforcement investigators are trying to determine why adequate weather warnings were not issued before the storm hit.
“Our hearts break for every family affected by the floods in Texas. In times like these, the Salvation Army is committed to being a steady and compassionate presence – meeting urgent physical needs while also offering emotional and spiritual care,” said Commissioner Merle Heatwole, National Commander of tThe Salvation Army. “We are grateful for partners like Sinclair who stand with us to bring hope, comfort, and practical support to survivors and first responders as they navigate this tragedy.”
The Sinclair Cares initiative reflects the company’s ongoing commitment to public service and disaster response, leveraging its national reach to rally communities and provide direct assistance during times of crisis.
