The East–West Shrine Game is an annual post-season college football all-star game played each January since 1925. The game is sponsored by the fraternal group Nobles of the Mystic Shrine, and the net proceeds are earmarked to some of the Shrine's charitable works, most notably the Shriners Hospitals for Children. The game's slogan is Strong Legs Run That Weak Legs May Walk. In recent decades, the game has been played in mid-January so that players from teams whose schools were involved in bowl games can participate, which is important, as these teams often have some of the very best players.