Hard Rock considers partnerships with major commercial sportsbooks as Florida sports betting market heats up

Hard Rock International, which currently holds exclusive rights to sports betting in Florida, is exploring the possibility of partnering with major commercial sportsbooks, signaling a potential shift in the state's betting scene. Jim Allen, Chairman of Hard Rock International and CEO of Seminole Gaming, revealed during the Global Gaming Expo in Las Vegas that discussions have taken place with prominent operators such as FanDuel and DraftKings.

“We’ve actually developed a great relationship with them,” Allen stated when asked about the possibility of FanDuel and DraftKings entering Florida, during an interview with CNBC at the Expo. “We do recognize that long-term, some type of strategic relationship with some of the brands that really have marquee value could be helpful to both of us, and we are receptive to those conversations.”

Florida has long been an attractive target for sportsbook operators due to its large population and the presence of over 20 professional and Division I college sports teams. However, Hard Rock currently holds the exclusive gaming compact in the state, following a 2021 legal battle in which FanDuel, DraftKings, and Penn Entertainment sought to legalize sports betting but failed.

While no formal agreements have been made, Allen’s comments suggest that Hard Rock is willing to consider alliances with its former competitors. His remarks follow recent statements from FanDuel CEO Amy Howe, who identified Florida as a key market for the company's expansion plans. At Flutter Entertainment’s recent investor day, Howe highlighted California, New York, and Florida as critical states for future growth.

Neither FanDuel nor DraftKings have publicly commented on potential partnerships with Hard Rock, but Allen confirmed that he had met with both companies over the past two days.

Hard Rock first launched its sports betting operations in Florida in December, expanding casino table games and sports betting services at six Seminole Casinos across the state. The move was hailed as a significant moment in Florida’s gaming industry. While Allen declined to share specific revenue figures for Hard Rock’s sports betting operations, citing the Seminole Tribe’s sovereign status, he hinted at future opportunities for growth through strategic collaborations.