The Hard Rock brand is all about music, which led to its online sports betting and iGaming app, Hard Rock Bet, landing a major musical artist. Post Malone is that artist, and he has been signed to rep the company’s new marketing campaign, “Roll With Us.”.
Hard Rock Gets Its Rockstar
Hard Rock Digital recently launched its fall campaign, and what better way to do it than having one of the most popular musical artists representing its brand? Post Malone, the 9x Grammy-nominated singer, has agreed to be the company’s brand ambassador and will be used to reach a younger, hipper audience that could bolster its mobile sports betting and online casino brands.
“It’s always a blast working with Hard Rock. It’s sports. It’s music. It’s entertainment. When Hard Rock Bet says ‘Roll With Us’ they mean it. They’re bringing everyone in. That’s what I’m all about,” said Post Malone before the campaign’s launch.
The campaign will be seen on several mediums, including streaming services, radio, social media, and TV, in markets where the Hard Rock Bet app is available. It is geared toward an audience not generally associated with gambling but could carve a niche for a brand seeking a wider demographic.
Matt Primeaux, Executive Managing Director and President of Hard Rock Digital, said, “For a brand that lives at the intersection of sports, music, and entertainment, Post Malone was the perfect partner for our campaign, providing an authentic representation of our Hard Rock ethos.”
“Our message is simple — no matter who you are or how you play, we want you to Roll With Us at Hard Rock Bet. Just like our previous campaigns, it was important for us to have our players be able to see themselves represented in these spots, especially for those in Florida kicking off their first football season with legal sports betting and that have enthusiastically embraced our top-rated app.”
SCOTUS Victory
The Hard Rock brand has mobile sports betting exclusivity in Florida due to a 30-year gaming compact with the state, but that was not without a fight as a pari-mutuel company, West Flagler Associates, in concert with Bonita-Fort Myers Corp., opposed the mobile sports betting monopoly, taking the case all the way to the US Supreme Court before the justices decided they would not hear it.
It was an unprecedented victory for the Seminole Tribe, owners of the Hard Rock brand with a dozen land-based casinos as well as mobile sports betting in Arizona, Indiana, Ohio, Tennessee, Virginia, New Jersey, and, of course, Florida.
“It means members of the Seminole Tribe and all Floridians can count on a bright future made possible by the compact,” spokesman Gary Bitner said.
Daniel Wallach, an attorney who specializes in online gambling, said, “For the foreseeable future, the status quo will remain in place for at least several years, if not thirty.”
Through that 2021 Compact agreement that was signed by Governor Ron DeSantis and Seminole Tribe of Florida Chairman Marcellus Osceola Jr. before being approved by the Florida Legislature, the state will receive $2.5 billion over the first five years and billions more thereafter.
