The initiative will run throughout October during Breast Cancer Awareness Month and aims to raise $100,000 for breast cancer research.
The Pink ‘Em initiative was first launched in 2019 and has raised a total of $330,000 in the time since its inception.
DraftKings' Pink ‘Em initiative will feature across its brand this October, following the appointment of Larry Fitzgerald as its Brand Ambassador.
The initiative raises money through free-to-play pools and hopes to raise $100,000 this year with the support of The Larry Fitzgerald Foundation.
DraftKings CEO and Co-Founder Jason Robins said: “With millions of football fans playing on DraftKings every week of the NFL season, we have an exciting opportunity to leverage our platform to empower significant causes like Breast Cancer Awareness Month through our Pink ‘Em initiative.
“Raising over $330,000 for The Larry Fitzgerald Foundation with this programme is no small feat, and I look forward to seeing our player community engaged once again to reach our donation goal this October.”
Pick ‘Em charity pools will be placed on offer during Weeks 4 through 8 of the NFL’s schedule. Customers will be able to pick team line-ups to compete for a share of $5,000 in weekly DraftKings Dollar prizes.
For each of the first 20,000 pool entries each week, DraftKings says it will donate $1 to The Larry Fitzgerald Foundation to fund breast cancer research.
Fitzgerald added: “What we’ve accomplished already alongside DraftKings is inspiring, especially knowing our teams share the same ethos as we bring minds together to build vehicles that help the lives of others.”
Entries for the Pick ’Em pools will first be held on 2 October 2022.
