Hard Rock International is celebrating its 25th anniversary of PINKTOBER, a month-long campaign dedicated to raising awareness and funds for breast cancer research. This year’s global initiative is bigger and more impactful than ever, with a variety of events, auctions, and special offers happening across Hard Rock’s hotels, cafes, casinos, Rock Shops®, and digital platforms.
Since its inception, PINKTOBER has raised over $12 million for breast cancer research, with a remarkable $1.3 million contributed in 2023 alone. This year, the campaign kicks off with a $100,000 donation to the American Cancer Society, supporting their efforts in advocacy, research, and patient care.
The heart of PINKTOBER lies in the Hard Rock Heals Foundation, which will receive a portion of proceeds from all campaign activities. The foundation is dedicated to supporting breast cancer awareness and research efforts globally, ensuring that every dollar raised makes a tangible difference in the fight against this devastating disease.
Hard Rock is partnering with global partners to host an exclusive auction of rare and collectible items from October 1st to November 22nd on QTEGO. All proceeds will be donated to the Hard Rock Heals Foundation. This year’s auction promises to be unforgettable, with never-before-seen items including:
*
Lionel Messi’s autographed pink cleats:
Soccer legend and Hard Rock ambassador Lionel Messi is donating pink cleats worn during a historic Inter Miami CF match. This is a unique opportunity for fans to own a piece of Messi’s legacy while supporting a vital cause.*
Oracle Red Bull Racing signed race gear:
The Formula 1 team is contributing signed race gear, including items worn by drivers Max Verstappen and Sergio Perez. Proceeds will be split between Wings For Life and the Hard Rock Heals Foundation. As a tribute to PINKTOBER, the team’s cars and driver uniforms will feature special pink designs throughout October and early November, blending the spirit of speed and purpose to raise awareness.Hard Rock Hotels are adding their unique touch to the campaign with the donation of 25 all-inclusive stays, totaling 100 nights, to breast cancer survivors, thrivers, and caregivers. These guests will enjoy music-inspired experiences with a charitable twist, including the chance to check out a limited-edition “Stronger Together” pink vinyl record or a custom pink guitar. Select hotels will also host pop-up events, like making jewelry from upcycled guitar strings in collaboration with Strings for Hope.
Hard Rock Cafes are getting involved by serving burgers and sandwiches on signature pink buns throughout October. Guests are encouraged to embrace the pink theme and show their support for breast cancer awareness.
The excitement extends to Hard Rock’s casinos, where a portion of proceeds from games like poker, blackjack, and slots will go to the Hard Rock Heals Foundation through the Change For Change Program. Gamers can also donate change from redeemed vouchers throughout the month to help fund breast cancer research and support programs.
Hard Rock’s Rock Shops® will offer exclusive PINKTOBER merchandise, including tote bags, pins, T-shirts, and hoodies, with a portion of proceeds supporting breast cancer awareness and research.
The campaign is also taking place on Hard Rock’s mobile and desktop gaming platforms. Players can spin the slots and link their Unity by Hard RockTM account to earn rewards on qualified purchases. Twenty lucky players will win exclusive PINKTOBER merchandise by completing in-game challenges, with all sales of PINKTOBER-themed items contributing to the cause.
Hard Rock Bet will integrate PINKTOBER-themed elements across its app throughout October. For every new player referred to the platform, Hard Rock Bet will make a donation to the Hard Rock Heals Foundation. Additionally, Playtech will participate by raising awareness and making a corporate donation, adding a PINKTOBER touch to Hard Rock Bet-branded live table games, available to players in New Jersey.
With these diverse initiatives, Hard Rock’s 25th PINKTOBER campaign is set to make a powerful impact in the fight against breast cancer, uniting global communities through purpose, passion, and philanthropy.
