In a strategic move to attract NASCAR fans, Hard Rock International has announced legendary driver Dale Earnhardt Jr. as its newest brand ambassador. The partnership aims to create engaging experiences across all Hard Rock business verticals — from sports betting and online gaming to dining, merchandise, and meet-and-greets.
Dale Jr. is one of the most recognized and respected names in motorsports. Even after retiring from full-time racing in 2017, he has remained active in NASCAR as a team owner, broadcaster, and podcast host. For many fans, the two-time Daytona 500 winner is a trusted voice and a symbol of the sport.
Many unique promotions for NASCAR fans
Through this new partnership, Hard Rock Bet players and NASCAR fans will have the opportunity to interact with Earnhardt Jr. in various ways. These include “money can’t buy” experiences like face-to-face meetings.
Hard Rock has planned promotions across its business divisions. Fans of sports betting can follow Dale Jr.’s sports picks on the Hard Rock Bet app. Meanwhile, those who prefer online casino games will soon gain access to Full Throttle, a free-to-play slot featuring the NASCAR icon and motorsport-inspired visuals. Full Throttle will be available later this spring at Hard Rock’s social casinos: Hard Rock Neverland Casino and Jackpot Planet.
Moreover, the partnership expands to dining and merchandise. The Hard Rock Cafe will feature some of Dale Jr.’s favorite dishes exclusively on NASCAR race days. The limited-time menu will include items like Star Dust Wings and the Ol’ 8 cocktail. Furthermore, Hard Rock Shop will release two new merchandise collections. The first will drop this month, and the second will be available in June. Earnhardt Jr. fans can purchase the merchandise in person or online.
Hard Rock bets on Dale Jr.’s NASCAR icon status
In a news release, Earnhardt Jr. praised Hard Rock as an iconic brand and added,
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.
By partnering with Dale Jr., Hard Rock gains more than just an ambassador. The company gains the endorsement of a household name for one of the most passionate sports communities. The partnership could help Hard Rock strengthen its brand identity, particularly in the Southeast, where NASCAR is enjoys great popularity and Hard Rock has a strong presence.
NASCAR fans are highly engaged and loyal. That makes them a valuable demographic for sports betting and higher foot traffic at retail locations. With Dale Jr.’s credibility and star power, Hard Rock Bet can attract new bettors. That could be especially helpful during the quieter months of the sports calendar, when NFL and NBA action slows down.
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