From the 1930s through the 1970s, the Helms Athletic Foundation played a prominent part in promoting and recognizing Collegiate Athletics. The Helms Athletic Foundation was founded in the mid-1930s by early sports memorabilia collector Bill Schroeder and Paul Hoy Helms, owner of the Helms Bakery Company in Los Angeles. Helms had long been a supporter of sports - he was raised by his uncle, William “Dummy” Hoy, the deaf-mute baseball player who is credited with developing umpire hand signals, and his bread was the first product given an official product endorsement by the Olympics in 1932.

     The pair built Helms Hall to house their rapidly growing collection and began picking their own college All-American teams as well as recognizing the national champions in college basketball and football. And while the Foundation honored contemporary athletes and programs, Schroeder and Helms felt it necessary to honor collegiate sports stars of the past who may have gone unrecognized or been forgotten over the years. While no one could say Knute Rockne or his legacy was overlooked or forgotten, the college football pioneer was one of the past heroes recognized by the Helms Foundation. Rockne’s posthumous award reads: “Helms Hall Hall of Fame Award honoring Knute Kenneth Rockne For Noteworthy Achievement FOOTBALL as chosen by Helms Hall Board.” The award measures 11 x 17 ½ inches and features a gold leaf Helms Athletic Foundation seal and photograph of Helms Hall. The award has been signed by Paul H. Helms and has been professionally framed and mounted to 17 ¾ x 24 ¾ inches. This is a very attractive framed display celebrating the achievement of America’s most beloved college football coach and comes from the 1995 Rockne Family Estate Auction.

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