Hard Rock International has welcomed NASCAR Hall of Famer Dale Earnhardt Jr. as a brand ambassador to its roster of legendary athlete partners. This exciting partnership will bring exclusive collaborations and limited-time offers to NASCAR fans while they watch and revel in the 2025 season.

“Hard Rock is such a historic and iconic brand. 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,” said Earnhardt Jr.

“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. Together we will celebrate the spirit of car racing at our properties across the globe through exciting new menu items, apparel and more,” said Keith Sheldon, President of Entertainment and Brand at Hard Rock International and Seminole Gaming.

Through the partnership, NASCAR fans will have the opportunity to engage with Earnhardt via Hard Rock Bet, which has already hosted a sweepstakes at Daytona International Speedway and will offer additional “money can’t buy” experiences for its players to meet the Hall of Fame driver. Fans can also follow along with Earnhardt’s sports betting picks on the top-rated Hard Rock Bet app and view exclusive video content on @HardRockBet channels.

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Additionally, later this spring, Hard Rock Games will debut the free-to-play Full Throttle with Dale Earnhardt Jr. slot game on the Hard Rock Neverland Casino and Jackpot Planet apps. This high-octane game will put players in the driver’s seat, with their race car gaining speed with each win, delivering an adrenaline-fueled slot experience like no other.

Dale Earnhardt Jr. is an American professional stock car racing driver, champion team owner, businessman, NASCAR analyst, and 2022 inductee into the NASCAR Hall of Fame. He won a record 15 straight NASCAR Most Popular Driver awards from 2003 to 2017, consecutive NASCAR Busch Series Championships in 1998 and 1999 and the prestigious Daytona 500 in 2004 and 2014.

In celebration of Hard Rock International’s annual “International Women’s Month” in March and International Women’s Day on Saturday, March 8, Hard Rock and global superstar & humanitarian, Shakira, announce a year-long partnership that aims to empower women around the world to tell their stories, be their authentic selves and unite through the power of music. The company is raising funds through its charitable arm, Hard Rock Heals Foundation, throughout International Women’s Month. A portion of proceeds will benefit Pies Descalzos Foundation—Shakira’s non-profit organization enhancing the education and social development of girls in Colombia’s most vulnerable communities—as well as local women’s organizations within the communities of Hard Rock locations.

“I’m excited to partner with Hard Rock, an organization with an incredible history of uplifting women through the power of music, to empower my sisters this International Women’s Day and beyond. Together we can use our voices to break barriers and make the world a more inclusive space where every woman feels confident being themselves,” Shakira said.

Hard Rock and Shakira collaborated on menu items including food, a delicious “Hips Don’t Lie” cocktail and unique clothing designed to celebrate women. Hard Rock will also host 1000 women-led performances in March—including the incomparable global star Diana Ross and standup comedian Iliza Shlesinger among many others—at its cafes, hotels, casinos, and live music venues across the globe.

“From concerts to her Las Mujeres Ya No Lloran album release party and being part of the Unity by Hard Rock loyalty program commercial, Hard Rock and Shakira’s shared values of honoring women through music has connected us over the course of her groundbreaking career. This year, we encourage women to raise their voices, share their stories and lift each other up,” Elena Alvarez, Senior Vice President of Marketing and Brand Partnerships at Seminole Gaming and Hard Rock International, said.

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The Hard Rock Heals Foundation will donate $250,000 to Pies Descalzos Foundation in addition to guest contributions to the program.

“We are grateful to Hard Rock for its generous donation, which will support our mission of providing access to education for Colombia’s young girls, giving them a brighter future,” Patricia Sierra, Executive Director at Pies Descalzos Foundation, said.

Hard Rock International announced that Hard Rock Bet is now fully integrated into Unity by Hard Rock, a one-of-a-kind loyalty program that rewards members for doing the things they love across Hard Rock’s portfolio of more than 200 locations including hotels, casinos, cafes, and Rock Shops around the world.

Hard Rock Bet, Hard Rock International, and Seminole Gaming’s top-rated sports betting and online casino platform, will maintain its free online Loyalty Rewards program, which gives players the opportunity to earn points and one-of-a-kind rewards for their play. With the Unity integration, players will earn Tier Credits for both programs with their online play at Hard Rock Bet and can seamlessly transfer points between the two programs for online and on-property rewards. Upon signing up for Hard Rock Bet, players will automatically be registered for a Unity by Hard Rock account if they aren’t already a member.

The complimentary Unity by Hard Rock global loyalty program offers an array of benefits and services at participating Hard Rock locations where members can earn and redeem Unity Points toward free nights, dining experiences, great merch, and free play. Hard Rock also embarked on a partnership with Royal Caribbean International and Celebrity Cruises to reward travelers on land, sea and at ports of call with reciprocal benefits through Unity by Hard Rock, Royal Caribbean’s Club Royale and Celebrity Cruises’ Blue Chip Club. Now inclusive of Hard Rock Bet players, members gain exclusive access to offers, promotions, and rewards, as well as discounts to participating Hard Rock properties.

“Integrating Hard Rock Bet into Unity will be a game-changer for guest engagement. This enhancement not only offers a fun, interactive way for guests to earn points when placing bets, but also significantly boosts loyalty. By rewarding guests for their playtime, we create a win-win scenario where guests enjoy an enriched experience, and we foster an introduction to all the amazing verticals in our brand through point redemption opportunities at Hotels, Casinos, Cafes, Rock Shops and entertainment venues,” said Keith Sheldon, President of Entertainment & Brand Management at Hard Rock International and Seminole Gaming.

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