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Hard Rock Bet has launched a football-season advertising campaign alongside an offer that gives eligible New Jersey customers $100 in bonus bets after a qualifying $5 wager.
The “After Dark” campaign features Fat Joe, football Hall of Famers Michael Irvin and Jimmy Johnson, professional golfer John Daly, and former NBA players Udonis Haslem and Joakim Noah.
Ads will run throughout the 2026 football season across television, radio, streaming platforms, social media and out-of-home placements.
Qualifying new and returning customers of Hard Rock Bet Sportsbook New Jersey can participate in the limited-time offer through Oct. 4. New users are enrolled automatically, while existing customers must opt in before placing their wager.
Up to $1,500 in Bonus Bets if Your First Bet Doesn't Win*
*Bonus Bets Expire in 7 Days. One New Customer Offer Only. Add’l terms. 21+. Gambling Problem? Call 1-800-GAMBLER or 1-800-MY-RESET
Use Bonus Code: PLAYNJSB
Up to $1,500 in Bonus Bets if Your First Bet Doesn't Win*
*Bonus Bets Expire in 7 Days. One New Customer Offer Only. Add’l terms. 21+. Gambling Problem? Call 1-800-GAMBLER or 1-800-MY-RESET
Use Bonus Code: PLAYNJSB
Players receive five $20 bonus bets
The promotion rules require players to place a cash wager of at least $5 at odds of -500 or longer. Bets priced at -500, -110 or plus-money odds qualify, while those shorter than -500 do not.
The qualifying wager can win or lose without affecting eligibility.
Round robins, bonus-funded wagers, and bets using the Early Cash Out feature are excluded. For existing customers, only the first qualifying cash wager placed after opting in counts.
New customers must register, make an initial real-money deposit, and place their first eligible wager. No promotional code is required.
Hard Rock Bet divides the $100 into five $20 bonus bets issued over five weeks. The first becomes available after the qualifying wager is placed, with the remaining credits arriving on Days 8, 15, 22, and 29.
Each bonus bet appears in the Rewards section and expires seven days after issuance, meaning the credits must be used separately as they arrive.
If a bonus wager wins, the original $20 stake is not included in the payout. For example, a winning $20 bonus bet at +100 would return $20 rather than $40.
Participants must be at least 21, physically located in NJ, and not included on an applicable gambling exclusion list.
‘Everybody’ opens latest Hard Rock Bet Party
The new campaign is the third version of the Hard Rock Bet Party, a concept introduced under the operator’s “Roll With Us” brand platform in 2024.
Its first commercial, “Everybody,” follows Fat Joe as he guides a guest through a crowded nighttime party. Irvin and Johnson are among the attendees who recognize and greet the newcomer.
Other commercials scheduled to appear during football season will feature Daly, Haslem, Noah, and additional members of the lineup.
Other spots will cover additional promotions and activations, while separate ads will highlight the app’s safety features and responsible gambling tools.
Hard Rock Bet posts strong NJ growth ahead of campaign
The launch follows a strong July for Hard Rock Bet Sportsbook, which generated $2.6 million in revenue, up 48.2% from the same month last year, according to the New Jersey Division of Gaming Enforcement.
Hard Rock Bet Casino NJ remained the larger product, generating $18.2 million, up 36.2% year over year. Together, the sportsbook and casino produced approximately $20.8 million in July revenue.
Both products operate under Hard Rock Hotel & Casino Atlantic City’s license and are available through the same app and customer account. NJ players can also deposit and withdraw funds from their online accounts in person at the Hard Rock Atlantic City cashier.
