Daily fantasy sports operator DraftKings has signed an advertising and promotional partnership with the Canadian Football League (CFL).

On Monday, the CFL announced that DraftKings will debut new weekly CFL fantasy contests to coincide with the 59th CFL season, which officially gets underway on Thursday (23) when the Toronto Argonauts host the Hamilton Tigercats in a battle of Ontario.

The league’s statement rather excitedly claims this is the first time a major DFS operator has elevated the CFL to the status of “featured sport,” so all those taunting references to rouges on The Simpsons over the years were totally worth it.

DraftKings currently has a number of CFL contests available on its site, with entry fees ranging from 25¢ to $300. The CFL also said it would work with DraftKings to promote free-to-play CFL DFS contests across DraftKings’ online and mobile channels and the league’s media and promotional platforms.