Hard Rock International has announced NASCAR Hall of Famer Dale Earnhardt Jr. as its newest brand ambassador. As part of the collaboration, fans will have opportunities to meet Earnhardt Jr., enjoy exclusive race-day menus at Hard Rock Cafes, and shop two limited-edition apparel collections.
Later this spring, Hard Rock Games will launch Full Throttle, a free-to-play slot game featuring Dale Earnhardt Jr., available on the Hard Rock Neverland Casino and Jackpot Planet apps.
One of the most celebrated names in motorsports, Earnhardt Jr. won 15 consecutive NASCAR Most Popular Driver awards (2003–2017), back-to-back NASCAR Busch Series Championships in 1998 and 1999, and claimed victory at the Daytona 500 in both 2004 and 2014.
Keith Sheldon, President of Entertainment and Brand at Hard Rock International and Seminole Gaming, commented on the partnership:
As a brand known for delivering exceptional experiences in live music, gaming, and sports, Hard Rock is proud to welcome Dale Earnhardt Jr. to the team. Together, we’ll celebrate the excitement of car racing across our global properties with new menu offerings, exclusive merchandise, and more.
Earnhardt Jr. expressed his enthusiasm:
Hard Rock is such an iconic brand. I’ve always been a big fan of music, so I really appreciate the energy and detail they put into every location. There’s something for everyone – from music and food to casino games and sports betting. I’m excited to work with them and explore all the fun things we can do together.
In addition, Hard Rock Digital has officially joined the International Betting Integrity Association (IBIA), strengthening integrity monitoring within the U.S. sports betting landscape. As a member, Hard Rock Bet will contribute data to IBIA’s global network, which oversees over $300 billion in annual betting activity across more than 70 companies and 140 sports betting brands.
