Hard Rock International names NASCAR legend Dale Earnhardt Jr. Teams as brand ambassador

Hard Rock International has welcomed NASCAR Hall of Famer Dale Earnhardt Jr. as a brand ambassador to its roster of athlete partners. The partnership will bring exclusive collaborations and limited-time offers during the 2025 season.

"Hard Rock is such a historic and iconic brand. I have always been a huge fan of music, so the vibes and attention to detail that Hard Rock puts into its locations are incredible to me," said Earnhardt Jr.

"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."  

"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," said Keith Sheldon, President of Entertainment and Brand at Hard Rock International and Seminole Gaming.

"Together we will celebrate the spirit of car racing at our properties across the globe through exciting new menu items, apparel and more."

NASCAR fans dining at Hard Rock Cafes can now enjoy Earnhardt's favorite dishes exclusively on race days. The menu features Star Dust Wings, seasoned with Love All Spice Blend and served with celery, ranch and blue cheese crumbles, and The Ol' 8, a vodka & Campari cocktail with cherry bitters, sweetened with brown sugar simple syrup, served with a cherry and orange peel garnish.

Two apparel collections will be available to Earnhardt's fans and Hard Rock collectors, with the first dropping this month with a t-shirt, hat and zip-up sweatshirt. The second collection will drop in June with a t-shirt, hat and hoodie featuring a new design.

Fans can find them at Hard Rock Cafes in Atlanta, Hollywood, FL, Los Angeles, Las Vegas, Miami, Myrtle Beach, Nashville, New York, Orlando, Pigeon Forge, Philadelphia, San Francisco and San Antonio, or shop.hardrock.com.

Through the partnership, NASCAR fans will have the opportunity to engage with Earnhardt via Hard Rock Bet, which has already hosted a sweepstakes at Daytona International Speedway and will offer additional experiences for its players to meet the Hall of Fame driver.

Fans can also follow along with Earnhardt's sports betting picks on the Hard Rock Bet app and view exclusive video content on @HardRockBet channels. Additionally, later this spring, Hard Rock Games will debut the free-to-play Full Throttle with Dale Earnhardt Jr. slot game on the Hard Rock Neverland Casino and Jackpot Planet apps.

Dale Earnhardt Jr. is an American professional stock car racing driver, champion team owner, businessman, NASCAR analyst, and 2022 inductee into the NASCAR Hall of Fame. He won a record 15 straight NASCAR Most Popular Driver awards from 2003 to 2017, consecutive NASCAR Busch Series Championships in 1998 and 1999, and the Daytona 500 in 2004 and 2014. 

Earnhardt joins Hard Rock's fellow athlete ambassadors, including soccer star Lionel Messi, whose burger, chicken sandwich, kids meals and Captain Messi superhero toy are fan-favorites on the Hard Rock menu. Hard Rock is also a founding sponsor of Formula 1 Crypto.com Miami Grand Prix, and recently expanded its global alliance with the Oracle Red Bull Racing team.