The amfAR Gala Dallas is a red-carpet evening hosted by United Airlines CEO Scott Kirby and his wife Kathleen, honoring Gene and Jerry Jones and Taylor Sheridan, paired with a live performance by Diana Ross. It follows Dallas's TWO x TWO art auction, which raised $10.1M in 2024, pairing a contemporary art auction with a seated dinner benefiting the fight against HIV/AIDS. The elite guest list runs 400 to 500 VIPs, business leaders, philanthropists, celebrities, and tastemakers, with the event generating an estimated 22.5M social impressions and a 215K social following. Sponsors get cultural credibility in one of America's most influential luxury and philanthropy markets through curated activations and on-stage recognition, connecting with an affluent, socially engaged audience rather than a mass-market crowd.