Hard Rock Bet has launched its sportsbook in Ontario as part of the second phase of its “Hard Rock Bet is Here” campaign, developed with creative agency Memory.
The campaign focuses on Ontario’s sports culture, with Hard Rock Bet seeking to reflect how local fans watch, discuss, and engage with sports. It features three films centred on a group of friends watching sports together, with the sportsbook’s product and brand messaging incorporated into their conversations. Canadian hip-hop artists k-os and Saukrates also appear in the films.
“For us, being local has to go deeper than putting Ontario in an end card or referencing the teams people watch,” said Lauren Varnas, Vice President of Brand Marketing at Hard Rock Digital. “Sports fandom here has its own personality, its own humour and its own shared experiences.”
“We pushed ourselves and Memory to find those truths and build Hard Rock Bet into them in a way that feels natural, while still delivering the entertainment, product experience, and trust people expect from Hard Rock,” she added.
The campaign also includes a video out-of-home programme at Sankofa Square, Union Station, and The Well, using motion-led displays to recreate moments of sporting tension in public spaces.
“What’s exciting about this partnership is being able to approach the Ontario launch as a whole while giving casino and sportsbook room to speak to different audiences,” said Ryan Bullock, Co-Founder and Chief Business Officer at Memory. “It all has to add up to one unmistakable Hard Rock Bet.”
Ian Mackenzie, Co-founder and Chief Creative Officer at Memory, said the campaign was designed to make the brand’s local positioning more tangible. “Working with k-os and Saukrates, tapping into the specifics of Toronto sports fandom and carrying that energy across the campaign helps Hard Rock Bet feel like it genuinely belongs here.”
The sportsbook campaign launched on 4 September across television, streaming, radio, digital, social, out-of-home, owned and performance channels in Ontario.
Hard Rock Bet follows the launch of Hard Rock Hotel & Casino Ottawa, which began operations in the province in 2025. The sportsbook is available through iOS, Android and HardRockBet.ca, with a Toronto-based office, local team and 24/7 customer support.
The sportsbook is available only to customers aged 19 and above who are physically present in Ontario.