Hard Rock Bet has entered a new partnership with The Fort and the Association of Pickleball Players’ APP Tour, adding sports betting branding, watch-party experiences, and fan activations to one of Florida’s most prominent pickleball destinations.
The agreement makes Hard Rock Bet an Official Partner of The Fort in Fort Lauderdale and the Official Sports Betting Partner of the APP Tour. The deal will receive its biggest spotlight during the 2026 APP Tour Championships, scheduled for Dec. 3-6 at The Fort.
Lauren Varnas, vice president of brand marketing at Hard Rock Digital, said the company sees The Fort and the APP Tour as a natural extension of the Hard Rock Bet brand’s entertainment-focused approach.
“The Fort and the APP are the perfect extension of the Hard Rock Bet Party,” Varnas said. “We’re excited to engage their passionate members and host our players at this world-class venue and tournament.”
The news comes just days after Hard Rock Bet set a new progressive jackpot record, with a $2.9 million win in New Jersey. Hard Rock Bet also recently added, Lucky Box Roulette to its lineup of games.
And in its latest independent evaluation of 18 U.S. casino apps, Eilers & Krejcik Gaming, LLC ranked Hard Rock Bet Casino number 2 overall— citing the three qualities that matter most to our players:
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It's the company's highest ranking ever.
Hard Rock Bet Takes Over Championship Court
As part of the partnership, The Fort’s main grandstand venue has been renamed the Hard Rock Bet Violet Court.
The court will host many of the facility’s most high-profile pickleball matches, including action connected to the APP Tour’s season-ending championship event.
Hard Rock Bet will also become the Official Watch Party Partner at The Fort Bar. The venue plans to expand its screen setup, giving guests a place to watch sports, socialize, and follow live events around the facility.
The arrangement connects Hard Rock Bet with a venue that serves as the official headquarters of the APP, which operates a professional pickleball tour featuring elite players and amateur participants.
2026 APP Tour Championships Set for December
The 2026 APP Tour Championships will run for four days from Dec. 3-6 in Fort Lauderdale.
The event will bring together professional pickleball players competing for championship titles, while amateur players across a range of ages and skill levels will also take part.
Hard Rock Bet will have a visible presence at the tournament through several planned elements:
- Courtside branding on the Championship Court
- A premium VIP suite with concierge service and hospitality offerings
- Fan-zone activations at the venue
- Exclusive pickleball clinics and appearances from professional players
- Exposure during the event’s national livestream coverage
The partnership also puts Hard Rock Bet in position to present The Fort’s major social events throughout the year, expanding the sportsbook’s reach beyond the tournament itself.
Hard Rock Bet Targets Pickleball Audience
The deal reflects the growing overlap between sports betting, live events, and pickleball’s expanding audience. Rather than limiting the relationship to traditional signage, Hard Rock Bet will be integrated into the fan experience through viewing parties, hospitality, player events, and on-site activations.
The Fort Managing Partner Brad Tuckman said the agreement is a significant development for the facility, which combines pickleball courts with dining, entertainment, wellness programming, and social events.
“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.”
What the Partnership Means for Florida Sports Betting
Hard Rock Bet is operated by the Seminole Tribe of Florida and is the only legal online sportsbook in Florida. Its partnership with The Fort gives the brand another high-visibility platform in the state, particularly among recreational and competitive sports fans.
For The Fort and the APP Tour, the agreement adds a major Florida sports betting brand to a sport that continues to draw new players, spectators, sponsors, and event organizers.
With the APP Tour Championships approaching in December, the Hard Rock Bet Violet Court will become one of the key settings for the tour’s final event of the 2026 season.
