DraftKings is switching into high gear as football season looms. Having already secured major partnerships with multiple NFL teams (including the Patriots), the Boston-based daily fantasy giant has added two major components in the past week.

The first, as was noted on Wednesday, was DraftKings’ addition of fantasy lounges in multiple stadiums (including Gillette Stadium) for fans to enjoy. It’s a physical space that represents a new dimension of the company’s marketing strategy. Essentially, it showcases the growth of team partnerships that were secured a year ago.

And as of Friday morning, DraftKings users have a view of the latest iteration of the television advertisements. Instead of the standard, direct line of commercials used previously, the new ad is of a higher production quality. And more strikingly, the commercial is narrated by actor Edward Norton.

A highly recognizable movie star, Norton was born in Boston and has a few natural ties to the ever expanding local startup. Produced by Butler, Shine, Stern & Partners, the slate of commercials featuring Norton will begin airing on FOX on Sunday, August 30th.

Image via DraftKings