October 7, 2021 Casino, Land-Based, Partnerships

Gaming companies affirm commitment to Breast Cancer Awareness month


Caesars and DraftKings have both taken steps to raise awareness ahead of the event.

As Breast Cancer Awareness month returns this October, two of the United States’ biggest gaming operators have taken steps to raise awareness for those affected by the illness.

DrafKings has reaffirmed its partnership with the Larry Fitzgerald Foundation by bringing back its charitable program, Pink ‘Em, which raises money for breast cancer research.

From week 5 of the NFL season, running to week 8, DraftKings users can enter the free Pink ‘Em pools in which the sportsbook will donate $1 for every entry.

“We are entering year three of our Pink ‘Em program alongside the Larry Fitzgerald Foundation as part of our overarching DraftKings S.E.R.V.E.S. corporate social responsibility initiative, and remain as committed as ever to raising awareness and combating this devastating disease,” said Matt Kalish, co-founder, and president of DraftKings North America.

“Our products are designed to entertain and engage fans, but we can also leverage these qualities along with our substantial customer base to power meaningful causes like funding breast cancer research and numerous other important efforts within S.E.R.V.E.S.”

The sports betting operator has pledged to raise at least $100,000 for the charity. Since its inception, Pink ‘Em has assisted in raising approximately $230,000.

“On behalf of The Larry Fitzgerald Foundation, I would like to express my gratitude in advance to all the DraftKings customers who will participate in the third-annual Pink ‘Em charity program to raise funds for breast cancer research this October,” added Larry Fitzgerald. “Breast Cancer Awareness Month holds particular significance for me as this disease has had a personal impact on my life, and it is humbling to see sports fans come together to support this initiative.”

Meanwhile, to honor the start of Breast Cancer Awareness month Caesars Entertainment’s slot app, Caesars slots, held a temporary shutdown to promote early detection of breast cancer.

During this shutdown, players were greeted by a message encouraging them to take a mammogram in their local medical facility.

Liran Paz, general manager at Caesars Slots said: "We undertake several charity-led activities throughout the year, and this is one of the most important campaigns we have ever run. In partnership with the National Breast Cancer Foundation, Inc., our aim was simple - to save lives by encouraging early detection of breast cancer - and we are proud to have run the "Don't Trust Luck. Get Screened" campaign during Breast Cancer Awareness Month.

“To make it clear how serious we are about this issue, we even shut down our game entirely for a short period of time. Our aim was to grab the attention of our female players in an unexpected manner and motivate them to test. By getting this message out there loud and clear, we wanted to make a life-saving difference."

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