The partnership involves co-marketing elements including marquee signage, digital campaigns, in-game entertainment, and the launch of the Hard Rock Bet Heat Club (NBA).

Online sportsbook and casino Hard Rock Bet has signed on as a partner and the official sportsbook of the Miami Heat, of North American basketball’s NBA.

As Florida’s only legal sportsbook, Hard Rock Bet will offer exclusive promotions on matchdays and offers for Heat fans at their Kaseya Center home arena, and throughout Florida.

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The partnership involves co-marketing elements including marquee signage, digital campaigns, in-game entertainment, and the launch of the Hard Rock Bet Heat Club, a free, opt-in club for fans to receive special promotions.

Additionally, Hard Rock Bet players will have access to fan experiences at Kaseya Center and exclusive VIP access to Heat off-site events.

Some of the “best seats in the house” will also feature Hard Rock Bet branding, following the installation of a courtside platform for Hard Rock Bet players and other VIPs to watch Heat matches.

Glen Oskin, vice president of corporate partnerships for the Miami Heat, has said: “This is a perfect union of two well-established Florida brands coming together to deliver fans a new level of fun and excitement through some truly innovative experiences.”

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Nick Menas, Hard Rock Bet’s managing director of corporate strategy, added: “We’re excited to roll with the Heat to engage basketball fans in South Beach and beyond, and create unforgettable moments for our players.

“From exclusive experiences to unparalleled access, we’re bringing our players closer to the action and elevating the way fans connect with the Heat."

The partnership debuted with the Heat’s 133-113 loss against the Denver Nuggets, which has left the Heat sitting eighth in the 15-team NBA Eastern Conference.

Hard Rock, meanwhile, also holds stadium naming rights in Miami to the venue that plays host to the Miami Dolphins, of American football's NFL, while the stadium also contains the Miami Formula 1 circuit inside.

In addition, it has been a presenting partner of F1's Las Vegas Grand Prix.