The Pink ‘Em program, originally established in 2019, is back again as DraftKings and The Larry Fitzgerald Foundation partner for Breast Cancer Awareness Month.
This is the fourth annual Pink 'Em charity initiative and aims to raise $100,000 for breast cancer research and support for those impacted.
Since it was launched in 2019, DraftKings’ month-long program has received over $330,000 in donations through free-to-play, pick ‘em pools during the NFL’s games in October.
This year the initiative will be featured in its first company-wide brand campaign for DraftKings, following the recent appointment of Larry Fitzgerald as an official DraftKings brand ambassador.
DraftKings CEO and co-founder Jason Robins commented: "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 program is no small feat, and I look forward to seeing our player community engaged once again to reach our donation goal this October."
From week four to week eight of the NFL schedule, Pink ‘Em charity pools will be offered to customers who will then be able to set their line-up for each matchup to compete for a share of $5,000 in weekly DK Dollar prizes.
For each of the first 20,000 pool entries each week, DraftKings will donate $1 to The Larry Fitzgerald Foundation to fund breast cancer research and support.
Former Arizona Cardinals wide receiver Larry Fitzgerald said: "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.
"October is a meaningful month personally and for my family, particularly after losing my mother to breast cancer in 2003."
The NFL Pink ‘Em pool of 2022 will first open on October 2 and continue through the month.
