Hard Rock Digital has signed up Nascar hall-of-famer Dale Earnhardt Jr. as its latest brand ambassador.
Earnhardt Jr. will rep the Hard Rock Bet brand as well as Hard Rock Games’ social casino operations. The former racer and the gaming brand have already teamed up in the past on a “Roll with Dale Jr at Daytona Sweepstakes,” which included a grand prize of meeting the driver-turned-analyst.
Now, he will star in several brand integrations, including a free-to-play game on Hard Rock Neverland Casino and Jackpot Planet.
“Hard Rock is such a historic and iconic brand,” said Earnhardt Jr. in a statement. “I have always been a huge fan of music, so the vibes and attention to detail that Hard Rock puts into its locations is incredible to me. They have something for everyone – music, food, drinks, casino games and sports betting.
“I’m excited to partner with them and the opportunities we have to do some really fun things together.”
The deal will also include exclusive dishes at Hard Rock Cafes on race days and two collaborative apparel collections. Fans can also follow along with Earnhardt’s betting picks on the Hard Rock Bet app and view exclusive video content on social and marketing channels.
“As a leader consistently delivering entertaining experiences across live music, gaming and sports to guests, Hard Rock is honored to have Dale Earnhardt Jr. as part of our team,” added Keith Sheldon, president of entertainment and brand at Hard Rock International and Seminole Gaming. “Together we will celebrate the spirit of car racing at our properties across the globe through exciting new menu items, apparel and more.”
Earnhardt joins the likes of global soccer superstar Lionel Messi as a Hard Rock Bet brand ambassador.
Messi is the headline star for Major League Soccer’s Inter Miami CF in Florida, where Hard Rock Bet holds a monopoly over regulated sports betting through its deal with the Seminole Tribe of Florida. Hard Rock Digital has various partnerships with state sports teams such as the Jacksonville Jaguars, the Florida Panthers and the Miami Heat.
