It seems that bet365 has chosen to jump in bed with the Hard Rock Hotel & Casino (Atlantic City) in an attempt to get their betting product out to Americans.
Bet365’s move might be questioned on the grounds that the Hard Rock logo isn’t one that sports fans commonly associate with athletes or sports. The Hard Rock Cafe chain might sooner be associated with music or Hollywood movies and these industries have little (although not nothing) to do with the betting industry (ie. you can bet on The Oscars or music awards).
However, chances are that if bet365 is doing something then they are doing it right. The firm remains one of the leading online betting operators in the United Kingdom, a country where betting is so popular that sportsbooks have to seriously be worried about having a bad day should England win the 2018 World Cup.
Eric Ramsey of playnj.com wrote about the deal between bet365 and the Hard Rock Hotel & Casino. On July 3rd, he claimed that neither party has gone public with the deal. In making his claim that there was, in fact, a deal, Ramsey noted correspondence between the parties.
While the Hard Rock logo is old in America, the Hard Rock Hotel & Casino in Atlantic City is actually new to the country. The homepage for the property indicates that its grand opening was on June 28th, 2018.