Orlando Magic Partner with Hard Rock Bet as Official Sportsbook



The Orlando Magic have announced a multiyear partnership with Hard Rock Bet, officially naming the operator as the team’s official sportsbook partner. The deal underscores the growing integration of professional basketball with the regulated sports betting industry, bringing new branding, digital engagement, and fan-focused activations to one of the NBA’s most dynamic franchises.
For Hard Rock Bet, the partnership represents another milestone in its push to compete with leading U.S. sportsbooks, while also cementing its visibility in Florida — one of the most closely watched states in the evolving sports betting landscape. For the Magic, the collaboration reflects the NBA’s broader embrace of regulated betting partnerships as a way to enhance fan experiences both inside arenas and across digital platforms.
Deal Overview
The agreement includes branding throughout the Kia Center, digital integration across the Magic’s online platforms, and a series of fan engagement activations. The collaboration is designed to bring betting content closer to Magic fans while expanding Hard Rock Bet’s visibility in the NBA space.
Alex Martins, CEO of the Orlando Magic, emphasized the fan-focused aspect of the deal:
“We are thrilled to welcome Hard Rock Bet as our official sportsbook partner. This partnership reflects our commitment to enhancing the fan experience, both inside the arena and beyond.”
Strategic Context
For Hard Rock Bet, this partnership marks another step in its bid to compete with major sportsbook operators. Florida remains one of the most closely watched states in U.S. sports betting, with regulatory battles continuing to shape the market’s future. Aligning with a flagship NBA franchise positions Hard Rock Bet to capitalize on opportunities when the state’s legal framework stabilizes.
At the league level, the NBA has leaned further into regulated wagering, with multiple teams now partnered directly with sportsbooks. These alliances highlight the growing importance of basketball as a driver of sportsbook traffic and brand loyalty.
If you’re interested in how Hard Rock stacks up against bigger names in the industry, you can read our full Hard Rock Bet review, which covers its sportsbook features, markets, and overall user experience.
Industry Implications
- NBA Integration – The Orlando Magic’s agreement with Hard Rock Bet reflects a larger trend across the league. More NBA franchises are aligning with sportsbook operators to gain exposure during one of the busiest betting seasons in the U.S. With basketball drawing consistent action throughout the regular season and playoffs, sportsbooks see NBA partnerships as a high-visibility channel to build brand loyalty. Courtside signage, digital integrations, and in-arena activations are increasingly becoming standard features of these deals, signaling how deeply betting has become embedded in the fan experience.
- Florida Focus – Florida has been one of the most hotly debated markets in U.S. sports betting, with ongoing legal battles and regulatory uncertainty shaping its rollout. By partnering with a flagship franchise like the Magic, Hard Rock Bet is anchoring its brand presence in its home state while betting on the eventual stabilization of the market. This strategic positioning ensures that when regulatory clarity arrives, Hard Rock will already have the brand recognition and fan relationships in place to compete aggressively.
- Competition – The U.S. sportsbook landscape is more competitive than ever, with market leaders like FanDuel and DraftKings dominating, while brands such as ESPN Bet, Fanatics, and BetMGM push for larger shares. In this crowded environment, team-level sponsorships have become a critical differentiator. By securing NBA partnerships, operators aim to create direct emotional connections with fans — a tactic that not only boosts visibility but also builds credibility in a space where consumers are constantly bombarded with betting options. For Hard Rock Bet, the Magic partnership is a statement of intent: it wants to be viewed as a national contender, not just a regional player.
Citations
- NBA.com – Orlando Magic team up with Hard Rock Bet as Official Sportsbook, Oct. 7, 2025.
- SBC Americas – Hard Rock Bet named first operator partner of the Orlando Magic, Oct. 2025.