Lynnae is a journalist covering the intersection of technology, culture, and gambling. She has more than five years of experience as a writer and editor, with bylines at SlashGear and MakeUseOf. On the iGaming side,...
Read Full BioThe Orlando Magic and Hard Rock Bet have announced a new partnership, which they say will bring fans closer to the action through exclusive experiences and promotions. Through the deal, Hard Rock Bet becomes the Orlando Magic’s official sportsbook.
As part of the agreement, Hard Rock Bet branding will be visible at multiple locations in the Kia Center, where the Magic play their home games. There will also be a dedicated sportsbook destination space on the Terrace Level of the arena.
Hard Rock Bet’s presence will be noticeable throughout the Kia Center, with in-arena signage along with basket branding during Magic home games. This move comes as sportsbooks deepen their ties with sports media, including recent deals like FanDuel becoming the exclusive odds provider for NBA and WNBA broadcasts on Prime Video.
Hard Rock Bet Partnership Seeks to Expand Fan Engagement
J.T. McWalters, Senior Vice President of Global Partnerships for the Orlando Magic, expressed his enthusiasm for the partnership, saying: “It’s an exciting day to announce our organization’s first-ever sports betting partnership, and help deliver the fan engagement we have seen other partnerships in this space accomplish across our industry.”
He went on to explain that the deal was designed to improve how fans connect with the team, both in the arena and beyond. Hard Rock Bet’s Senior Vice President of Business Development Nick Menas said the partnership was designed to “deliver one-of-a-kind experiences that put Magic fans at the center of the action, both at Kia Center and wherever they’re engaging with their favorite team.”
Thanks to the partnership, fans will be able to join the free-to-enter Hard Rock Bet Magic Club via the sportsbook’s app for exclusive offers, rewards, and experiences described as “money-can’t-buy experiences.”
Themed promotions, social media content, and in-arena activations, all designed to bring betting engagement closer to game-day excitement, are part of the collaboration.
Sports Betting Partnerships Continue to Grow Across US Sports
The partnership between the Orlando Magic and Hard Rock Bet isn’t the first team-sportsbook partnership of its kind and most certainly won’t be the last, as these types of collaborations are picking up steam across professional leagues in the US.
The deal comes at a time when sportsbooks are shifting their ad spend away from the NFL and redirecting it to the NBA and MLB, seeking greater cost efficiency because NFL campaigns deliver fewer impressions per dollar.
At the same time, as these partnerships become more common and betting ads become more visible in sports arenas and on TV, fans might begin to feel like they’re sitting inside a sportsbook when watching their favorite teams play.
The new deal between the Magic and Hard Rock Bet underscores that shift. Sportsbooks aren’t relying solely on broadcast advertising to reach fans anymore; they’re now investing in immersive fan experiences. From branded spaces and theme nights to digital rewards programs, sportsbooks are searching for deeper, more sustainable ways to connect with the public.
With this partnership, the Orlando Magic joins other Florida teams, including the Miami Heat and the Tampa Bay Buccaneers, that have already partnered with Hard Rock Bet, the only legal sportsbook in Florida through the Seminole Tribe of Florida.
