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Hard Rock Bet has launched a new advertising campaign alongside a promotion that gives eligible Michigan sports betting customers $100 in bonus bets after they place 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.
Hard Rock Bet will run the campaign throughout the 2026 football season across television, radio, streaming platforms, social media, and out-of-home advertising.
The campaign is tied to a limited-time offer for qualifying new and returning customers of Hard Rock Bet Sportsbook Michigan through Oct. 4.
Existing users must opt in before placing their qualifying wager, while new customers are enrolled automatically.
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: PLAYMICH
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: PLAYMICH
How the Hard Rock Bet offer works
Under the promotion rules, players must place a cash bet of at least $5 at odds of -500 or longer. That means wagers priced at -500, -250, -110 or plus-money odds can qualify, but a bet on a favorite shorter than -500 cannot.
The qualifying wager does not need to win, meaning eligible players receive the bonus bets regardless of the wager’s outcome.
However, round robins, wagers placed with bonus bets, and bets that use 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 cash wager of at least $5. No promotional code is required for either new or existing users.
Hard Rock Bet awards the $100 as five separate $20 bonus bets rather than depositing one $100 credit into a player’s account.
The first is issued after the qualifying wager is placed, followed by another $20 bonus bet on Days 8, 15, 22, and 29. That distribution schedule spreads the full offer across five weeks.
Each $20 bonus bet expires seven days after it is issued. Players can find each weekly credit in the Rewards section of their account, making it important to check the app regularly.
Michigan participants must be at least 21 and physically located in the state when wagering.
Campaign brings Hard Rock Bet Party into football season
The new campaign is the third version of the operator’s Hard Rock Bet Party concept, which debuted as part of the “Roll With Us” brand platform in 2024.
The campaign begins with “Everybody,” an ad featuring Fat Joe alongside Irvin and Johnson at a late-night party.
Additional spots scheduled to appear during football season will feature other members of the celebrity lineup, while separate ads will highlight the sportsbook’s safety features and responsible gambling tools.
Hard Rock Bet entered the Michigan market in December through a licensing partnership with the Hannahville Indian Community, which owns Island Resort & Casino. Michigan and New Jersey remain the two states where the operator offers both online sports betting and online casino gaming through the same app and customer account.
