DraftKings is rolling with a new tagline heading into the 2023 NFL season: “The crown is yours.”

The popular online sportsbook enlisted the help of comedian, actor, and regular DraftKings partner Kevin Hart plus retired NFL quarterback Ryan Fitzpatrick to unveil the new slogan. An ad featuring the pair and the new tag will air for the first time on Monday, August 21.

The ad pays homage to Fitzpatrick’s nickname of “Fitzmagic” and is designed to make every bettor feel like they can win big at DraftKings. “The crown is yours” will also be used as a tagline on different pieces of DraftKings content, social media posts, on their website, and in their commercials moving forward.

Fitzpatrick is also expected to become a familiar face at DraftKings, though it is unknown in what capacity. 

pregame hosts regularly incorporate their odds into their conversations

Fitzpatrick already has a gig as a pregame analyst on Thursday Night Football, whose rights were sold to Amazon by the NFL last year. Amazon then signed a partnership with DraftKings and the pregame hosts regularly incorporate their odds into their conversations.

DraftKings did something similar to their new slogan with Hart—they unveiled a new poker game called “Hart-Race Hold’Em” in which players square off against a cartoon Kevin Hart in a game of Texas Hold’Em.

The NFL season gets underway on Thursday Night Football September 7 when the defending Super Bowl champion Kansas City Chiefs host the upstart Detroit Lions.