Hard Rock Bet has formed a new strategic partnership with the Association of Pickleball Players (APP) and The Fort pickleball venue, naming the operator as the official sports betting partner of the APP Tour.
“Hard Rock Bet is elevating what live entertainment looks like for our players, and our partnership with The Fort and the APP Tour brings that to life with packed courts, buzzing watch parties and a true community built around America’s fastest-growing sport,” Hard Rock Bet VP of Brand Marketing Lauren Varnas said.
“The Fort and the APP are the perfect extension of the Hard Rock Bet Party and we’re excited to engage their passionate members and host our players at this world-class venue and tournament.”
The Fort represents the official headquarters of APP – which owns and operates the APP Tour – while Hard Rock Bet will also serve as presenter of the venue’s headline social events and marquee pickleball tournaments.
APP will host its 2026 APP Tour Championships from December 3-6, marking the organization’s “biggest tournament of the year.” The Championships feature a four-day event where professional pickleball players compete for gold against “hundreds” of amateur contestants.
APP CRO Ryan McSpadden also spoke on the partnership, having said, ““The APP is proud to join forces with our friends at The Fort and welcome Hard Rock Bet as our newest partner.
“Our season finale is primed to be an epic experience, hosted at the pinnacle of pickleball facilities and filled with nonstop excitement. All eyes will be on Hard Rock Bet at The Fort this December.”
The marquee grandstand court at The Fort will be renamed to Hard Rock Bet Violet Court as part of the collaboration, while the operator is also set to become the venue’s official watch party partner.
On July 23, Hard Rock Bet was also named the official sportsbook of the Miami Marlins under a new multi-year partnership, delivering exclusive promotions, premium experiences, original content and integrated activations.
Sportradar extended its multi-year agreement with Hard Rock Bet in March, incorporating official PGA Tour and UFC data, odds and additional in-play betting functionalities into its existing US service
