Hard Rock Bet has partnered with The Fort, a pickleball venue in Fort Lauderdale, and the Association of Pickleball Players (APP) to expand its presence across the sport’s live events and fan experiences.
Under the partnership, Hard Rock Bet will become the Official Partner of The Fort, which serves as the APP’s official headquarters. The venue’s marquee grandstand court will be renamed the Hard Rock Bet Violet Court.
“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,” said Lauren Varnas, Vice President of Brand Marketing at Hard Rock Digital.
“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.”
Hard Rock Bet will also serve as the Official Watch Party Partner, with expanded screens at The Fort Bar allowing fans to watch matches, socialise and place bets.
The betting brand will present The Fort’s headline social events and the 2026 APP Tour Championships, scheduled for 3 to 6 December. It will also serve as the Official Sports Betting Partner of the APP Tour.
The APP Tour Championships will mark the tour’s season finale, featuring professional pickleball players competing alongside amateur players across age groups and skill levels.
As part of the partnership, Hard Rock Bet will have a presence on the Championship Court and during the event’s national livestream. It will also host guests in a VIP suite, offer exclusive clinics and player appearances, and operate a fan-zone activation.
“The Fort was built to be more than pickleball — it’s a community, a social hub, and a destination for locals and travelers alike,” said Brad Tuckman, Managing Partner of The Fort. “Hard Rock is one of the most iconic brands in the world, and having Hard Rock Bet plant its flag here as our Official Partner is a defining moment for us and for the sport.”
“The APP is proud to join forces with our friends at The Fort and welcome Hard Rock Bet as our newest partner,” said Ryan McSpadden, Chief Revenue Officer of the APP. “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.”