NASCAR Hall of Fame driver and auto racing royalty, Dale Earnhardt Jr., has agreed to become a brand ambassador for hospitality company Hard Rock International.
Music & Muscle Cars
Hard Rock International has established itself as a young, hip and cutting-edge hospitality company that boasts over 300 locations around the globe, including restaurants, hotels, casinos, Rock Shops and Hard Rock Live concert halls, to name some of their many offerings.
The brand is also the exclusive online sports betting app in Florida through its Hard Rock Bet platform and is opening a casino resort in Las Vegas in 2027 where the Mirage once stood. Its brand ambassadors include superstars from all walks of life, including soccer legend Lionel Messi and, most recently, NASCAR Hall of Famer Dale Earnhardt Jr.
Keith Sheldon, President of Entertainment and Brand at Hard Rock International and Seminole Gaming, said in a press release, “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.”
Earnhardt was equally enthused with the new partnership, stating, “It’s a brand that is a fun brand. It’s something that I personally enjoy, and I was excited to put this partnership together. They’re wanting to work with me on some of the projects that we have, like our High Rock Vodka, so that’s a great partner that I can get excited about. They know some of the things that I’m working on in my own personal life, and they want to help me with my own goals and ambitions, while we also check a lot of the boxes that they personally want to check within their brand themselves.”
Look for Dale at Hard Rock
The synergy between Hard Rock and Dale Earnhardt’s carefully cultivated own brand allows for a number of possibilities, including customer experiences such as a meet-and-greet with Earnhardt himself. Also, visitors to any Hard Rock Café on NASCAR race days will see Dale Jr.’s Star Dust Wings as a special on the menu.
A cocktail paying homage to the racing legend is called Ol’ 8, featuring vodka and Campari cocktail with cherry bitters, sweetened with brown sugar simple syrup and served with an orange peel and cherry garnish. Two apparel drops will showcase Hard Rock’s new brand ambassador, with the first coming this month, which will include a T-shirt, hat and zip-up sweatshirt, while the second drop will occur in June and will feature different versions of each.
Hard Rock will also allow fans to get a glimpse at Dale Jr.’s exclusive sports betting picks on its Hard Rock Bet app while posting exclusive video content on the Hard Rock Bet social media channels. And if that is not enough, the Hard Rock’s no-money social casinos, Hard Rock Neverland Casino and Jackpot Planet Apps, will launch a free-to-play Full Throttle with Dale Earnhardt Jr. digital slot game.
