When sports and TV personalities make vast sums of money compared to certain industries, it can often feel a little unjust.
Yet one footballer is determined to show that big bucks means big love.
In a remarkable philanthropic move, NFL player Aaron Rodgers has dived into his bank balance to gift $1million (£723k) to help 80 small businesses from collapse.
It seems Aaron, who plays quarterback for Green Bay Packers, has not forgotten his roots and decided to donate the dollar to people in his hometown of Chico, in northern California.
Reaching out to the business owners personally, the 37-year-old contacted restaurants and retailers to say he was offering grants to cover rent or any other operational costs.
Speaking about the touching gesture, Aaron said he wanted to help as it the small and locally-owned businesses that are the heart and soul of a community.
Aaron said: “In the applications and the videos [for the grant], it was heart-wrenching to hear about all the obstacles facing restaurants and retail establishments.
“So many are struggling just to stay in business but remain hopeful that there’s an end to this.”
This is not the first time Aaron has spread his humanitarian wings, having founded itsAaron, a charity creating awareness for organisations and people who are changing the world.
Similarly, after appearing on an episode of Celebrity Jeopardy! he raised $50,000 (£36k) for the MACC Fund, who dedicate their lives to fighting childhood cancers.
As they say, not all heroes wear capes. Some wear helmets and shoulder pads.