DraftKings Inc is bringing back its charitable initiative, Pink ‘Em, which raises money for breast cancer research in collaboration with The Larry Fitzgerald Foundation, for Breast Cancer Awareness Month this October.
Beginning last weekend on NFL Week 5 and taking place each Sunday until the end of the month to Week 8, customers can participate in the free Pink ‘Em pools where DraftKings will donate $1 for every entry. Since launching the charity program in 2019, the sportsbook’s customers have helped raise over $230,000 in the fight against breast cancer.
Matt Kalish, Co-Founder and President of DraftKings North America, commented: “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.
“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.”
To participate, fans must submit their picks before each of the pools reach their respective 25,000 maximum entries, and ahead of the first NFL game kickoffs each Sunday, at which time the pools will lock.
By the end of October, DraftKings has pledged to raise $100,000 total for The Larry Fitzgerald Foundation, led by the weekly customer engagement with Pink ‘Em pools. In 2021, DraftKings S.E.R.V.E.S. has donated a total of $4m in its mission to create inclusive and responsible pathways for people to build, create, imagine, and innovate.
Larry Fitzgerald added: “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.
“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.”
Earlier this month, DraftKings announced plans to open a new UnCommons Las Vegas office in 2022.