Hard Rock Unveils Rebranded and Improved Sportsbook Ahead of Florida Re-Launch

Hard Rock has wasted no time getting ready for their re-launch in Florida. The gaming giant unveiled a new-look sportsbook last week, re-branding it as Hard Rock Bet. The upgraded site and app are now live in Arizona, Indiana, Ohio, Tennessee, and Virginia. New Jersey will also be getting the upgrade, though that may not happen until closer to the start of the NFL season.

Along with the rebrand comes a new, sleeker appearance and new features. One of those features is a “flex parlay,” which allows players to make a parlay but determine how many legs need to win. That means you can still win even if the full parlay loses. This is a unique feature in the industry and could make Hard Rock an even bigger player in the sports betting industry.

Hard Rock initially launched its sportsbook in 2022 but failed to get the traction it hoped for. With this rebranding, they hope to make a bigger splash in the rapidly expanding industry. With their relaunch in Florida imminent, it seems clear that Hard Rock has a promising future.

Hard Rock Will Have Sole License in Florida

One of the biggest motivations for this rebrand is the operator's upcoming relaunch in Florida. The state legalized sports betting in 2021, awarding the Seminole Tribe (who owns the Hard Rock brand) the right to run its sports betting industry. The Tribe launched an official Hard Rock sportsbook, but they were soon forced to cease operations.

Not long after going live, legal challenges arose over the Seminole Tribe’s sports betting. Opponents argued that the Indian Gaming Regulatory Act, which paved the way for Tribal Casinos, was incorrectly applied to sports betting. The lawsuit paused sports betting as it worked its way through the legal system. The challenge was ultimately rejected by a Circut Court, which officially made sports betting legal in Florida once again.