Hard Rock International launches PINKTOBER campaign with $100k donation, auctions, global activation

In honor of Breast Cancer Awareness Month, Hard Rock International is kicking off its 25th annual PINKTOBER campaign to fundraise through activations at properties around the world and online.

Since its inception, Hard Rock has raised over $12 million for breast cancer research, including $1.3 million raised in 2023. Through its Hard Rock Heals Foundation, the company is kicking off its PINKTOBER efforts with a $100,000 donation to the American Cancer Society, funding advocacy, research, and patient support initiatives, to help prevent, detect, treat, and survive breast cancer. 

Additionally, Hard Rock will introduce auctions, activations, and offers across its Hotels, Cafes, Casinos, Rock Shops, and digital platforms, with a portion of proceeds from sales donated to the Hard Rock Heals Foundation to support breast cancer awareness and research worldwide.

Stephanie Piimauna, Senior Vice President of People & Inclusion and Chief Diversity & Inclusion Officer at Seminole Hard Rock Support Services, said: "For the past 25 years, Hard Rock has proudly supported researchers at incredible organizations across the globe working toward a cure for breast cancer." 

"Through the Hard Rock Heals Foundation, we're honored to do our part and are deeply grateful to our partners, loyal guests, and team members who help us make a meaningful impact in raising awareness and funds for this vital cause each year," she added.

Stephanie Piimauna

This year’s campaign is highlighted by a partnership with Lionel Messi and Oracle Red Bull Racing. From October 1 through November 22, 2024, customers will have the chance to bid on rare, autographed items on QTEGO.

Messi, a Hard Rock ambassador, will donate a pair of pink cleats worn during a historic Inter Miami CF match. Meanwhile, Oracle Red Bull Racing will offer autographed gear from drivers Max Verstappen and Sergio Perez. Proceeds from the auction will benefit both the Hard Rock Heals Foundation and Wings For Life, a charity focused on spinal cord research 

As part of the campaign, Hard Rock’s branding on Oracle Red Bull Racing’s cars and driver gear will turn pink, "symbolizing the union of sports, speed, and purpose in the fight against breast cancer."

Hard Rock Hotels

To commemorate 25 years of support, Hard Rock Hotels will donate 25 all-inclusive hotel stays, totaling 100 nights, to breast cancer survivors, thrives, and caregivers. As part of the Sound of Your Stay amenity program, Hard Rock will launch a limited-edition "Stronger Together" pink vinyl record that guests can check out or purchase.

Additionally, guests can check out a custom pink electric or acoustic guitar, enjoy live music and entertainment for the cause, special food & beverage amenities, or indulge in curated spa treatments. Select properties will feature pop-up events including a chance to make custom jewelry from upcycled guitar strings, in partnership with Strings for Hope.

Hard Rock Cafes

Hard Rock Cafes will serve all burgers and sandwiches on specialty pink buns.

Hard Rock Casinos

In addition to a portion of proceeds from casino games, including poker, blackjack, and slots, being donated to the Hard Rock Heals Foundation to support breast cancer awareness and research worldwide, through the Change For Change Program, gamers are encouraged to donate the change from redeemed gaming vouchers all month long to support American Cancer Society.

Rock Shop

Hard Rock has developed a lineup of limited-edition PINKTOBER tote bags, pins, long-sleeve crew necks, T-shirts, and hoodies available in Rock Shops.

Hard Rock games

Gamers can spin the slots for Hard Rock's 25 PINKTOBER fundraising anniversary on their mobile or desktop devices and link their Unity by Hard Rock account to earn rewards on qualified in-game purchases as they give back. Twenty players will win PINKTOBER merch from the Rock Shop when they spin slots, complete levels and link their cards. Additionally, every purchase of PINKTOBER merch with hearts from the Rewards Center will contribute to the cause.

Hard Rock Bet

Hard Rock Bet is incorporating branded elements in its app throughout October, and will support the campaign by making a donation to the Hard Rock Heals Foundation for every new player referred to the platform. Playtech will join the campaign with a corporate donation to the Foundation and by raising awareness with PINKTOBER-themed elements during gameplay on Hard Rock Bet branded Live table games, which are available to New Jersey players.