Ahead of the NFL’s highly anticipated return, DraftKings, the Official Daily Fantasy Partner of the League, is launching its first ever “Reignmakers” campaign alongside influencers from the worlds of sports, music and pop culture to kick off the season.

Each week will feature a different group of celebrities whom customers can compete against to earn a free shot to play for $10,000 the following week.

“Millions of Americans love playing fantasy football on DraftKings, and your favorite celebrities are no exception,” said Matt Kalish, co-founder and president of DraftKings North America. “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.”

By partnering with influencers who are fans themselves, the Reignmakers initiative allows these ambassadors to genuinely bring their enthusiasm and fandom forward in celebration of the NFL’s return. There will be special odds boosts attributed to specific Reignmakers based on their favorite or hometown teams. Reignmakers will debut for the first time ever this NFL season with each celebrity guest kept secret until an unveiling at the start of each week. In addition to creating and sharing content via social media, Reignmakers will draft and enter their own lineup for that week’s game slate to be used for a Reignmaker Leaderboard charity contest.