What happened: Schultz opened a promotional giveaway for a signed Caleb Williams helmet ahead of Thursday Night Football against the New England Patriots. Entry requires following @Schultz_Report, reposting the contest announcement, and replying with a projection for Williams' yardage total against New England.

Why it matters: The promotion builds pregame engagement around Williams' individual yardage output before kickoff against the Patriots, continuing earlier signed helmet giveaways organized on the account this month.

What to watch: Williams and the New England Patriots meet on Thursday Night Football, where his final yardage total will settle the contest projections.