Florida Panthers ink partnership deal with Hard Rock Digital

Hard Rock Florida Panthers
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Hard Rock Digital is expanding its reach in Florida with a partnership with an NHL team.

The interactive gaming and sports betting company has agreed to a multiyear partnership with the Florida Panthers to raise brand awareness of Hard Rock Bet, the Sunshine State’s exclusive operator of online sports betting. The deal, which is the first gambling partnership for the Panthers, includes engaging with fans at Amerant Bank Arena.

“We’re excited to join Panthers territory and partner with the club to bring hockey fans closer to the action,” said Hard Rock Digital Managing Director of Corporate Strategy Nick Menas. “With thousands of bets available on sports from around the world and live streaming of NHL games nightly on the Hard Rock Bet app, we’re thrilled to entertain hockey fans like no one else can.”

Hard Rock Bet and the Panthers will kick off their partnership on April 9 for a matchup against the Ottawa Senators at home.

The Panthers and Hard Rock Bet will be providing on-site activations for hockey fans during the contest while deploying marquee signage and digital branding across the arena. The two entities also plan to provide enhanced online and on-site activations next season.

Growing business operations for Hard Rock

Last month, Hard Rock Digital agreed to purchase select U.S. B2C assets of 888.

The looming transaction follows a strategic review by 888 and its decision to start a “controlled exit” from the U.S. gaming market. No financial details of the deal have been disclosed but the transaction is expected to close in Q4 2024. 888 is active in four U.S. markets, Colorado, Michigan, New Jersey and Virginia.

888 is expected to shutter operations in the U.S. by 2025 pending regulatory approvals.