Bet365 and Hard Rock Atlantic City strike sports betting deal

The recently-opened Hard Rock Atlantic City and bet365 Group have entered into a partnership to offer sports betting in the state of New Jersey, according to correspondence posted on the New Jersey Division of Gaming Enforcement (DGE) website.

Neither party has confirmed the deal publicly, but the correspondence notes that Hard Rock Atlantic City and bet365 both signed a letter of intent on 19 June. The correspondence was signed by DGE Director David Rebuck on 25 June.

The letter serves as a temporary approval for bet365, and it will remain valid until 31 July as the British bookmaker obtains a licence to operate in the East Coast state.

The all-encompassing $375 million renovation of the former Trump Taj Mahal building, subsequently rising to $500 million, opened its doors last Thursday, with two nights of entertainment – for which a first-year budget of $30 million has been set aside.

Hard Rock Chairman Jim Allen previously noted: “The brand itself is about entertainment.

“Within these amenities we certainly offer hotel, dining, and other experiences. But there is one universal language and that’s music. We are the only brand that works to bring people together through music.”

Allen later added: “We could have re-carpeted and put some memorabilia up and that would have been fine.

“But we made a commitment to making sure Atlantic City grows, so it was important to make sure guests got to come see something completely new and re-done.”