Daily fantasy sports operator DraftKings has inked a marketing partnership with the National Football League Players Association (NFLPA).

On Tuesday, Forbes reported that the NFLPA had inked a group licensing deal that would allow DraftKings to utilize NFL players in DFS marketing. Neither party has commented on the terms of their new arrangement, which comes amid a marketing blitz by DFS operators linked to the start of the new NFL season.

In a press release accompanying the announcement, DraftKings biz-dev VP Jeremy Elbaum said the ability to feature NFL players in its marketing “adds a level of excitement and connectivity to the game that is a huge win for us and our community.”

Ahmad Nassar, president of the NFLPA’s marketing arm NFL Players Inc., expressed his excitement that “more and more players are going to benefit from the rising growth of fantasy sports.” Nassar said NFL players and DraftKings “both have intense, dedicated fan bases” and that the pairing will offer “a new level of authenticity to the daily fantasy experience.”