Hard Rock Bet Hires Post Malone For Sports Betting Campaign

21 September 2026

Sports betting company Hard Rock Bet has hired Grammy-nominated global superstar Post Malone as the face of its new fall "Roll With Us" campaign, the company announced on 19 August 2024.

The campaign, which aims to create a more welcoming and inclusive betting experience, will be distributed across TV, streaming platforms, radio, social media, digital OOH, and out-of-home placements in major markets across the country, Hard Rock Bet said in a news release.

The nine-time platinum-certified musician is the perfect fit for Hard Rock Bet's Rebel Leader persona, which removes the stigma and pretension from the betting experience in favor of a more fun, music and entertainment-oriented brand. "It's sports. It's music. It's entertainment," Post Malone said in a Hard Rock Bet press statement.

While Post Malone's star power is the headline of the rollout, the campaign is notable for its emphasis on inclusivity. "The Roll With Us campaign is meant to create a more inviting experience and to emphasize a 'Rebelliously Inclusive' brand ethos," Hard Rock Bet explained. The ads feature bettors of all types and experience levels, with the tagline "It doesn't matter who you are, or how you play."

The campaign, produced by 72andSunny New York with support from Redline Media Group, focuses on Hard Rock's sports betting and iGaming offerings. The ads prominently feature Post Malone alongside betting enthusiasts using the Hard Rock Bet app, often to the tune of his song "Ante Up (Robbin Hoodz Theory)." In some versions, Post is shown winning big, while the non-celeb bettor wins a more modest sum, aiming to highlight that the Hard Rock Bet app can enable anyone to win.

The celebrity-driven campaign underscores the growing trend of sportsbooks using star power to capture attention in an increasingly crowded market. Hard Rock Bet aims to position itself as the most inviting, "rebelliously inclusive" choice, encouraging bettors not to limit themselves by experience or bet size.

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The campaign also coincides with Florida's first legal sports betting season, with Hard Rock's ad copy referencing the state's recent market change.

Hard Rock Bet, a unit of Hard Rock Digital, describes itself as the "highest rated online betting app in the country." The company did not provide sources for that self-assessment or marketing figures when asked by the editor of this piece.

The "Roll With Us" campaign is significant in scale and budget, with distribution set across national and local TV, streaming platforms, radio, social media, digital OOH, and out-of-home. Ads are running in major markets as the fall sports betting season begins, positioning Hard Rock behind Post Malone's iconic music and entertainment persona.

"Roll With Us" is "about embracing the spirit of rebellion, including everyone," Hard Rock Bet told reporters.