Hard Rock Bet has launched the next chapter of its campaign for its sportsbook and casino offer in Ontario, with the company rolling out what is described as Phase Two of its “Hard Rock Bet is Here.” The campaign is launched by Memory, a Toronto-based agency.
Hard Rock Bet Kickstarts Second Chapter of Its Local Toronto, Ontario Campaign
Hard Rock Digital VP of brand marketing, Lauren Varnas, commented on the new campaign, saying:
“For us, being local has to go deeper than putting Ontario in an end card or referencing the teams people watch. 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.”
The campaign is focused on building around local Toronto, Ontario sports culture, including humor, rituals, and banter, and goes beyond leveraging generic sports betting ads.
The new short films featuring a recurring group of friends who watch sports together are part of the campaign, which is further strengthened by local hip-hop artists k-os and Saukrates.
The campaign has already launched on September 4, 2026, and is spreading across TV, streaming, radio, digital, social, out-of-home, owned, and performance channels in Ontario.
The program is also taking place around Toronto, at The Well, Union Station, and Sankofa Square.
Hard Rock Hotel & Casino Ottawa has operated in the province since 2025, giving Hard Rock Bet an existing brand presence to build on for the online sportsbook launch, which is supported by a Toronto office, local team, and 24/7 customer support
“Localization has to be something you feel, not just something the advertising tells you. 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,” added Memory co-founder and chief creative officer Ian Mackenzie.
The agency’s chief business officer, Ryan Bullock, has also welcomed this new opportunity and said that the campaign was an opportunity for the sportsbook and casino brand to engage and speak to different audiences.
“It all has to add up to one unmistakable Hard Rock Bet,” he added.