Hard Rock International has named NASCAR Hall of Famer Dale Earnhardt Jr. as its newest brand ambassador. The collaboration introduces limited-time food and drink items, exclusive apparel drops, and digital gaming experiences aimed at NASCAR fans.
The race-day menu at select Hard Rock Cafes includes Earnhardt Jr.’s preferred dish, Star Dust Wings, seasoned with Love All Spice Blend and served with celery, ranch, and blue cheese crumbles. The signature drink, The Ol’ 8, blends vodka and Campari with cherry bitters and brown sugar syrup, garnished with orange peel and a cherry.
Apparel launches tied to this partnership will roll out in two waves. The first collection, arriving in April, includes a t-shirt, hat and zip-up sweatshirt. A second set with a new design will follow in June. Merchandise will be available at select Hard Rock Café locations and online at shop.hardrock.com.
Fans engaging with the Hard Rock Bet platform can expect unique experiences such as sweepstakes entries and exclusive content from Earnhardt Jr. The free-to-play Full Throttle with Dale Earnhardt Jr. slot game is also scheduled for release this spring on the Hard Rock Neverland Casino and Jackpot Planet apps.
Hard Rock continues to build its sports partnerships, joining forces with athletes like Lionel Messi and aligning with motorsports through the Formula 1 Miami Grand Prix and its alliance with Oracle Red Bull Racing.