In honor of Breast Cancer Awareness Month, online casino and sports betting operator DraftKings announced the return of its Pink ‘Em charity contest. The company aims to raise $100,000 for breast cancer research.
Pink’Em is a collaboration between DraftKings and The Larry Fitzgerald Foundation. The non-profit was founded in 2005 by Larry Fitzgerald, former wide receiver for the Arizona Cardinals.
Raising money for cancer research
The collaboration comes following the recent appointment of Fitzgerald as an official DraftKings brand ambassador.
“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,” Fitzgerald said.
During the month of October, the charity initiative will receive donations via a free-to-play, pick-em pool running from weeks four through eight of the NFL season. Customers can select their team lineups to compete for a share of $5,000 in DraftKings dollar prizes.
“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,” Robins said.
DraftKings donation match program
In 2020, more than 385,000 DraftKings customers participated in the Pink ‘Em charity initiative helping raise $113,000. DraftKings said it would donate $1 for each of the first 20,000 pool entries every week to the Larry Fitzgerald Foundation.
“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,” Fitzgerald said.