DraftKings recruits celebrity brand ambassadors for new NFL promotion

DraftKings is seeking to drive customer acquisition on a new promotion where bettors compete against celebrities for the chance to win $10,000.

Ahead of the start of the new NFL season, the Boston-based operator will launch its Reignmakers prediction campaign.

Each week will see celebrities and influencers across the world of sport and music bring predictions to the masses, as the celebrities are unveiled ahead of each game week.

Customers will then battle it out with the Reignmakers, with those victorious afforded a free shot to play for $10,000 the following week.

There will also be special odds boosts attributed to specific Reignmakers based on which team they support.

Reignmakers will also create and share original social media content, as well as competing in a DFS Reignmakers leaderboard for charitable causes.

DraftKings North America president Matt Kalish said: “We are excited to offer our customers the ability to pit their skills against some of the biggest names in sports and entertainment this season.

“Reignmakers will celebrate the return of NFL, but even more importantly drive awareness and raise money for good causes,” he added.

The 2020 NFL season kicks off this week as the Houston Texans travel to the home of current Superbowl champions, Kansas City Chiefs.