Dale Earnhardt Jr. has been named Hard Rock International’s latest Brand Ambassador, a role he will share with international soccer legend Lionel Messi.
Today, Hard Rock announced its marketing collaboration with the NASCAR icon. The casino and hospitality group run by the Seminole Tribe of Florida states that the company will partner with Earnhardt Jr. on exclusive food and beverage items, merchandise, and a free social slot game.
"Hard Rock is such a historic and iconic brand,” said Earnhardt Jr. “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.”
Later this spring, Hard Rock Games will launch an interactive slot named Full Throttle on the Rock Neverland Casino and Jackpot Planet applications. Promoted as a “high-energy game,” the social slot offering “will place players in control, with their race car accelerating with every victory, providing an exhilarating slot experience.”
Earnhardt Fame
Hard Rock is wagering that Earnhardt's popularity will attract fresh guests to its casinos, Hard Rock Cafés, hotels, and online gaming platforms. On NASCAR race days, Hard Rock Cafés will offer Earnhardt Jr.’s beloved meal — Star Dust Wings — along with his favorite drink — vodka Campari mixed with cherry bitters, brown sugar simple syrup, and garnished with a cherry and orange peel.
Hard Rock Cafés located in Atlanta, Hollywood, FL, Los Angeles, Las Vegas, Miami, Myrtle Beach, Nashville, New York City, Orlando, Pigeon Forge, Philadelphia, San Francisco, and San Antonio will feature apparel branded by Earnhardt Jr.
Earnhardt Jr. will participate in sports wagering and provide weekly selections throughout the NASCAR Cup Series. The circuit for 2025 commenced in February and continues until October, with the Championship scheduled for November 2 at the Phoenix Raceway.
Earnhardt Jr. and his deceased father, Dale Earnhardt, are regarded as legends in racing. The Earnhardts rank among the most beloved drivers in NASCAR history, with Jr. claiming the Most Popular Driver Award for 15 straight years from 2003 to 2017.
Earnhardt Sr. passed away following a crash on the last lap of the Daytona 500 in 2001. He passed away due to a basilar skull fracture — the fourth NASCAR driver to succumb to that injury within eight months.
Earnhardt's passing was pivotal in NASCAR adopting mandatory safety measures, particularly the incorporation of the HANS device, a head restraint that minimizes the risk of head and neck injuries. Earnhardt declined to use the HANS device, stating it was uncomfortable and limiting.
Hard Rock Gaming Growth
The Seminoles and Hard Rock manage 17 casino resorts in the United States and the Dominican Republic.
The firm is currently developing a project on the Las Vegas Strip, transforming The Mirage into a Hard Rock casino resort featuring a guitar-shaped hotel tower similar to the one at Seminole Hard Rock Hotel & Casino in Hollywood, FL.
Hard Rock has teamed up with billionaire Steve Cohen to pursue a downstate New York casino license for a multibillion-dollar resort in Queens.
