Florida’s sole legal sportsbook, Hard Rock Bet, has announced a partnership with the Miami Heat that will make it the Heat’s official sportsbook.
In a release, both parties revealed the partnership would be used to ‘elevate game days’ with offers, promotions, and bespoke marketing campaigns for fans of the three-time NBA-winning franchise.
Key components of the partnership are as follows:
- Prominent signage and digital marketing campaigns: Prominent seating will feature Hard Rock Bet branding, and a courtside digital platform will be installed shortly.
- In-game entertainment: Fans can look forward to new, ‘engaging’ experiences during Heat games.
- Hard Rock Bet Heat Club: A free opt-in fan club offering members special promotions and opportunities to connect with their favorite team.
- VIP experiences: Hard Rock Bet players will gain access to ‘money can’t buy’ experiences at the Kaseya Center and exclusive off-site Heat events.
“Hard Rock Bet is the preeminent sportsbook on the market,” stated Glen Oskin, Vice President of Corporate Partnerships for the Miami Heat. “This is a perfect union of two well-established Florida brands coming together to deliver fans a new level of fun and excitement through some truly innovative experiences.”
“We’re excited to roll with the Heat to engage basketball fans in South Beach and beyond, creating unforgettable moments for our players,” said Nick Menas, Hard Rock Bet’s Managing Director of Corporate Strategy. “From exclusive experiences to unparalleled access, we’re bringing our players closer to the action and elevating the way fans connect with the Heat.”
The partnership began on Saturday, 18 January, when the Heat fell to defeat at the Kaseya Center to the Denver Nuggets 113-133. The Florida outfit then rebounded with a victory on the road at the San Antonio Spurs, emerging victorious 107-128.
The Florida legalization battle
The Seminole Tribe has resumed its monopoly in the Sunshine State following the relaunch of its mobile betting app in late 2023. This followed lengthy legal proceedings that saw it close for close to two years.
In April 2021, Gov. Ron DeSanctis signed a compact with the tribe that, when approved by State legislators in May 2021, saw statewide mobile wagering close to launch. The launch was pending approval of the tribal compact by the US Department of the Interior, seeing the compact legalizing sports betting published in the Federal Register later that year.
During the two years from 2021-2023, the Seminole was embroiled in several legal battles, seeing the federal judge suspend sports betting after upholding challenger’s complaints that the legalization violated the Indian Gaming Regulatory Act. The D.C. District Court of Appeal eventually overturned the judge’s decision. Most recently, the Florida Supreme Court and the US Supreme Court announced they would not hear West Flagler Associates case challenging the state’s gambling compact.
The state’s Gambling Control Commission also announced recently it is looking into offshore operators.
Heat is the latest to join a string of sporting sponsorships
Hard Rock Bet has existing partnership deals with other major Florida sports properties, including the Jacksonville Jaguars (NFL), the Florida Panthers (NHL), and Daytona International Speedway. The company now has sportsbook partnerships in basketball, football, ice hockey, and racing.
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