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Hard Rock Bet has announced a strategic partnership with The Fort in Fort Lauderdale and the Association of Pickleball Players Tour, adding another Florida-facing brand activation for the state’s only legal sportsbook.
Under the agreement, Hard Rock Bet becomes an official partner of The Fort and the APP Tour. The deal also makes the operator the official sports betting partner of the APP Tour, the official watch party partner at The Fort Bar, and the presenter of The Fort’s headline social events and the 2026 APP Tour Championships.
The Fort’s grandstand court now carries Hard Rock Bet branding
As part of the partnership, the marquee grandstand court at The Fort has been renamed the Hard Rock Bet Violet Court. Hard Rock Bet will also have courtside presence on the Championship Court, a premium VIP suite, fan-zone activation, exclusive clinics, and pro-player appearances at the venue.
The Fort is described by the companies as a pickleball destination in Fort Lauderdale and the official headquarters of the APP. The APP said its headquarters and player development center opened there in January 2025.
In the announcement, Lauren Varnas, vice president of brand marketing at Digital, said the partnership is designed to connect the brand with live entertainment, watch parties, and pickleball’s growing community.
APP Tour Championships set for December in Fort Lauderdale
The partnership also extends to the 2026 APP Tour Championships, scheduled for Dec. 3-6, 2026. Hard Rock Bet is listed as presenter of the event.
For Florida readers, the immediate takeaway is not a change to sports betting access or regulation, but a deeper tie between Hard Rock Bet and a South Florida sports venue tied to a national pickleball tour. The announcement did not disclose financial terms, the length of the agreement, or whether the Violet Court naming is temporary or permanent.
Ryan McSpadden, the APP’s chief revenue officer, called Hard Rock Bet the tour’s newest partner, while The Fort managing partner Brad Tuckman said the venue was built as both a pickleball destination and social hub.
Readers watching this deal’s rollout can look to The Fort for the on-site activations tied to the partnership, with the APP Tour Championships in December standing out as the clearest upcoming date. As always, if you bet on sports in Florida, do so responsibly.
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Source: As reported by Hard Rock Bet.
