thumb|right|250px|Two Terrible Towels at a Pittsburgh Steelers game
The Terrible Towel is a rally towel associated with the Pittsburgh Steelers, an American football team in the National Football League (NFL). The Terrible Towel has spread in popularity; for example, fans take their Towel to famous sites while on vacation. The Towel has been taken to the peak of Mount Everest, and even into space on the International Space Station. It is widely recognized as a symbol of the Steelers and the city of Pittsburgh.
Proceeds from sales of the Towel have raised over US$8 million for Allegheny Valley School, which cares for people with mental disabilities and physical disabilities. The Terrible Towel is credited with being the first "rally towel" and its success has given rise to similar products promoting other teams.
Numerous versions have been produced; almost all are black and gold in color with the words "Myron Cope's Official The Terrible Towel" printed on the front. In October 2009, a pink Terrible Towel was introduced to promote breast cancer awareness.
Origin
thumb|Original commercially marketed Terrible Towel, sold exclusively by Gimbel's Department Store, 1976
In 1975, the Steelers won the AFC Central title and qualified for the playoffs. Two weeks prior to the first playoff game, executives of the Steelers' flagship radio station, WTAE, asked radio broadcaster Myron Cope to invent a "gimmick" to attract sponsors for his daily commentaries and talk show. However, after a WTAE executive suggested that a successful gimmick would be good leverage for a raise in Cope's upcoming contract renewal, Cope said, "I'm a gimmick guy."
The three men, along with other radio station advertising personnel, began brainstorming ideas.
In the weeks leading up to the game, Cope advertised the idea of the towel to fans on the radio and evening television news, using the phrase "The Terrible Towel is poised to strike!" Growing nervous about the negative feedback, Cope, who had already advertised the towel on the news multiple times, polled the rest of the players with a "banana-republic vote". Even while the Steelers struggled through the 1980s, the Towel remained a large part of the franchise. During the Towel's debut game, Andy Russell returned a fumble 93‒yards for a touchdown. The play inspired local fan Lisa Benz to write about the Towel, which she later sent to Cope.
Appearance
thumb|right|[[Steeler Nation|Steelers fans waving the Terrible Towel at Heinz Field — October 15, 2006]]
The Towel has been redesigned multiple times, as well as spawning its own line of paraphernalia. The line, known as "Terrible Stuff", includes T-shirts, license plates, pillows, earrings, and beach towels; all include The Terrible Towel logo. When originally released, the towel was available in gold and black, was a simple design and had the words "the terrible towel" printed on the front. The current version of the Towel, introduced in 1998, adds the words "Myron Cope's Official" on the top and "A Pittsburgh Original" at the bottom. Towels with a plethora of variations are also in production; such variations include Towels featuring the Steelers logo, embroidered lettering, and towels with reversed colors featuring yellow writing on a black towel. Throughout the years there have also been many special edition Towels. After the Steelers won Super Bowl XL in 2005, a Towel with the words "Super Bowl XL Champions", the date, final score, and Super Bowl XL logo was released. The victory also spawned the production of a Towel featuring the logos of the six Super Bowls that the franchise has won. During the Steelers' 75th anniversary season in 2007, a special edition Towel with the logo of the Steelers' benchmark season was added to the line-up of Towels. The original 1975–1997 Terrible Towel is sold as a throwback on the Steelers official website. A giant Terrible Towel measuring 54' x 90' was introduced at the 2014 home opener at Heinz Field and was "waved" by the 144 fans holding it.
Rights, marketing and proceeds
Upon the sudden popularity of the Terrible Towel, Pittsburgh-area department stores sold out all gold and black hand towels. The current cost of a towel is approximately $15 (in January 2026 at the Steelers' online store).
In 1996, Cope gave the rights to The Terrible Towel to the Allegheny Valley School in Coraopolis. The school provides care for more than 900 people with intellectual and physical disabilities, including Cope's autistic son, Danny. Proceeds from the Terrible Towel have helped raise more than $6 million for the school.
During the 2005 season, when the Steelers won their fifth Super Bowl, more than 1 million Towels were sold; some fans bought 200 Towels at a time.
Widespread recognition
thumb|right|[[United States Air Force|Air Force F-15E Strike Eagle pilot, Captain Daniel Susich, showing their Terrible Towels in flight over Afghanistan]]
thumb|Terrible towel on the [[International Space Station]]
Upon its invention, Cope commented on the multi-functional ability of The Terrible Towel, "I'll tell 'em they can use the towel to wipe their seats clean. They can use it as a muffler against the cold. They can drape it over their heads if it rains." Fans have taken the Towel to locations such as the Great Wall of China, the South Pole, Vatican City, and to the top of Mount Kilimanjaro. Hampton native Kevin Cherilla took his Terrible Towel during his climb to the peak of Mount Everest.
Military personnel have taken pictures with the Towel while stationed in Iraq and Afghanistan as part of the war on terrorism. Fans waved Terrible Towels at the gold medal match for Women's beach volleyball at the 2008 Olympic Games. Prior to the 2008 AFC Championship Game, astronaut Colonel Mike Fincke, a Pittsburgh native, waved the Terrible Towel from the International Space Station. The Terrible Towel is seen in the Scrubs season five episode "My Bright Idea", hanging on the cork board of Carla and Turk's apartment as she comes out of the bathroom after performing what she believes to be another unsuccessful pregnancy test. During her campaign for the 2008 Presidential Election, Hillary Clinton received a Terrible Towel during a visit to Pittsburgh. During the 2009 G-20 Pittsburgh summit, visiting dignitaries received Terrible Towels in gift bags from the city. The Terrible Towel is displayed prominently and waved by rapper Wiz Khalifa in the music video for his song Black and Yellow, which debuted during the 2010 NFL season. The Terrible Towel made an appearance in an episode in season 12 of Dancing with the Stars on March 21, 2011. After Hines Ward danced, Hall of Fame Pittsburgh Steelers running back Franco Harris is seen twirling the towel. Pittsburgh native Meghan Klingenberg waved a Terrible Towel after scoring a goal at Heinz Field during the US Women's National Team victory tour following the 2015 World Cup.
Honoring Cope
In 2005, Cope retired after 35 years as the Steelers radio announcer – the longest tenure of any broadcaster with a single team in NFL history. Cope was honored by the Steelers with the release of a limited special edition Towel, featuring his name and catch phrases. Cope was made an honorary co-captain for the Steelers for a Monday night game against the Baltimore Ravens. Cope led the fans in a towel wave at half time; the Towel that Cope used is now in the Pro Football Hall of Fame.
In response to how he would like to be remembered, Cope responded, "When I kick the bucket, there'll be a little story that'll say, 'Creator of Towel Dead'". The following day, an article from the Associated Press concerning Cope's death was entitled "Former Steelers broadcaster, Terrible Towel creator Cope dies". Days later, Saturday Night Live cast member Seth Meyers waved a Terrible Towel on Saturday Night Live in tribute to Cope.
When Cope died in 2008, his daughter draped his coffin with a quilt made from Terrible Towels that were sewn together by a fan. She chose the quilt because it represents the many different people who touched their lives.