DraftKings relaunches Pink ‘Em initiative for breast cancer research funds

DraftKings has announced that its Pink ‘Em charity initiative has returned for a fourth time, aiming to raise $100,000 for breast cancer research and support
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DraftKings has announced that its Pink ‘Em charity initiative has returned for a fourth time, aiming to raise $100,000 for breast cancer research and support. 

Coinciding with Breast Cancer Awareness Month, the Pink ‘Em initiative is a collaboration between DraftKings and The Larry Fitzgerald Foundation and receives donations via a free-to-play, pick-em pool during the NFL October schedule.

This October, the initiative will be featured in its first company-wide brand campaign, following the recent appointment of Larry Fitzgerald as an official DraftKings brand ambassador.

“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,” said Jason Robins, CEO of DraftKings. 

“Raising over $330,000 for The Larry Fitzgerald Foundation with this program is no small feat, and I look forward to seeing our player community engaged once again to reach our donation goal this October.”

Throughout October, the pools will be offered during weeks four through eight of the NFL schedule, with customers able to pick their team lineups to compete for a share of $5,000 in DK Dollar prizes. 

Raising funds for charity, DraftKings will donate $1 for each of the first 20,000 pool entries every week to the Larry Fitzgerald Foundation to fund breast cancer research and support for those impacted by the disease. 

“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,” said Larry Fitzgerald. 

“October is a meaningful month personally and for my family, particularly after losing my mother to breast cancer in 2003. Launching the Pink ‘Em program over the past few years resonates with me and shows we’re on the right path to making a difference for those affected by breast cancer.”