Hard Rock International Launches 27th Annual PINKTOBER Campaign for Breast Cancer Research
Hard Rock Heals Foundation® drives breast cancer awareness and research funding through exclusive merchandise, charitable activations and guest experiences around the world
HOLLYWOOD, Fla., Sept. 28, 2026 /PRNewswire/ -- Hard Rock International has launched its 27th annual PINKTOBER campaign for October, which is Breast Cancer Awareness Month. The global initiative runs throughout the month, uniting guests, team members and communities worldwide. It supports cancer awareness, research and patient services.
Underscoring its commitment to the principles "Love All Serve All" and "All Is One," Hard Rock unites the global communities it serves - across Hotels, Casinos, Cafes, Rock Shops and digital platforms - to amplify fundraising efforts and drive meaningful action throughout October. Raised funds will go directly to the Hard Rock Heals Foundation® and earmarked to support breast cancer research and awareness worldwide. To date, PINKTOBER has raised more than $15 million.
This year, Hard Rock Heals Foundation® is again partnering with the American Cancer Society. The partnership helps individuals and families affected by breast cancer through advocacy, research and patient support programs.
"PINKTOBER reflects the spirit of compassion, connection and purpose that defines the Hard Rock brand," said Stephanie Piimauna, Senior Vice President of People & Inclusion at Hard Rock International and Seminole Gaming. "By bringing together our global community through fundraising initiatives and impactful partnerships, we're proud to help raise critical support for breast cancer research while honoring the strength and resilience of those affected by the disease."
"Breast cancer affects millions of people and families, and partnerships like this one help ensure no one has to face the journey alone," said Kerri Whetzel, Vice President of Corporate Relations at the American Cancer Society. "We are incredibly grateful to Hard Rock International and the Hard Rock Heals Foundation® for their longstanding commitment to PINKTOBER and for bringing their global community together to raise awareness and support for those affected by breast cancer. Through this collaboration, we can help advance lifesaving research, provide essential resources and services to patients and families, and move closer to a future where breast cancer is no longer a threat to the lives of so many."
Unity™ by Hard Rock Cardmembers Support the Cause
During PINKTOBER, every swipe counts. Unity™ by Hard Rock Mastercard® cardmembers give back simply by making purchases. Through a partnership with Bread Financial, a portion of each transaction made with a Unity™ by Hard Rock Mastercard® through the month of October will be donated to the Hard Rock Heals Foundation®, up to $75,000, turning everyday spending into meaningful impact*. Learn more at www.hardrock.com/PINKTOBER.
STRONGER TOGETHER Pin Funds American Indian Cancer Research
Honoring both PINKTOBER and Native American Heritage Month in November, Hard Rock presents a limited-edition STRONGER TOGETHER pin created by Seminole Tribe of Florida artist Theron Osceola. All net proceeds benefit the American Indian Cancer Foundation through the Hard Rock Heals Foundation®. The funds support Native American women and families affected by breast cancer. The pin is available for purchase at shop.hardrock.com.
Hard Rock Hotels
From immersive guest experiences to meaningful in-room moments, Hard Rock Hotels worldwide are creating opportunities for guests to support the cause. The offerings include live performances from female artists, limited-edition wellness treatments, curated dining experiences and community engagement activities.
The signature Sound of Your Stay® program also gets a PINKTOBER twist: guests can borrow pink electric or acoustic guitars and stream curated playlists of inspiring songs that resonate with the mission.
In addition, Hard Rock Hotels will honor breast cancer survivors, caregivers, and others impacted by the disease by donating 80 complimentary vacation room nights at all-inclusive properties throughout Mexico and the Caribbean. Follow @hardrockhotels on Instagram to learn more.
Hard Rock Cafes
Participating Hard Rock Cafes will unveil special PINKTOBER menu items available to visitors throughout October, including:
- Pink Power Bowl: Perfectly grilled salmon atop a vibrant mix of quinoa, farro, and arugula, accented with roasted beets, pickled red onions, and watermelon radish. Served over lemon whipped feta and finished with lemon vinaigrette and toasted seeds.
- Pink Smash Guitar Dessert: A fun, shareable pink chocolate guitar dessert with strawberry creme, shortbread crumble, vanilla ice cream, fresh berries, and pomegranate drizzle.
- Available at Hard Rock Cafes in London Piccadilly Circus, Barcelona, New York, Las Vegas and Hollywood, Fla.
- Berry Lychee Spritz (Non-Alcoholic): A refreshing mix of ginger beer, club soda, lychee puree, berries, lemon and basil.
- Hibiscus PinkRITA: A vibrant margarita-style cocktail with Teremana Blanco tequila, Cointreau, lime juice and hibiscus syrup.
Beyond the menu, Hard Rock Cafes are hosting fundraising events, community gatherings and live performances featuring female artists in honor of Breast Cancer Awareness Month. Guests can add to their support with the PINKTOBER 2026 retail collection. The collection includes T-shirts, hoodies, stickers and a collectible pin available at Rock Shops® and shop.hardrock.com.
Hard Rock Casinos
Hard Rock Casinos will activate the floor with limited-run table game specials, slot tournaments and entertainment programming all benefiting the Hard Rock Heals Foundation®'s breast cancer initiatives. The Change for Change program gives players another way to give: every redeemed gaming voucher can become a donation, with proceeds funding cancer research organizations and support services worldwide. For property-specific details, visit casino.hardrock.com.
Hard Rock Games
During October, players can join Hard Rock Games for Spins for the Cure, a month-long PINKTOBER promotion in Jackpot Planet and Neverland Casino. Players can download Jackpot Planet or Neverland Casino and start spinning for the opportunity to win $4,500. Every 50 spins earn one entry into the PINKTOBER Giveaway, and the more a player spins, the more chances they have to win. Best of all, the play helps support a great cause. Throughout October, Hard Rock Games will donate a portion of revenue to the Hard Rock Heals Foundation®, helping make every spin mean a little more.
Hard Rock Bet
New players joining Hard Rock Bet's sportsbook and online casino apps during October will directly support the cause. Each signup prompts a Hard Rock Heals Foundation® donation. The spirit of PINKTOBER will be present throughout the platform, with themed in-app features and special events spotlighting the mission.
Visit www.hardrock.com/PINKTOBER for more information and to find your nearest Hard Rock. Additionally, to donate and discover more ways to fight against breast cancer, visit donate.cancer.org.
*Bread Financial is solely responsible for making the donation. Donation amount is based on 1% of net credit card sales during the event period. Offer limited to credit sales made by residents of the following states made in-state: AK, AL, AR, CA, CT, FL, KS, KY, MA, MD, MN, NH, NV, OH, OK, OR, PA, RI, SC, VA, WA, and WV.
Must be 21 years of age or older to gamble unless otherwise noted. Must be 18 years of age or older in Florida to participate in Bingo and Poker. Must be 18 years of age or older in the Dominican Republic. Must be 19 years of age or older in the Province of Ontario, Canada. Hard Rock offers PlayersEdge information to its patrons to encourage responsible gaming at all participating locations. Bet with your head, not over it. Gambling problem? In CA/IL/NJ: call 1-800-GAMBLER (426-2537); FL: call or text 1-833-PLAYWISE; IN: 1-800-994-8448; NV: 1-800-522-4700; OH: 1-800-589-9966; ON: ConnexOntario 1-866-531-2600; Punta Cana/VA: 1-800-MY-RESET.
Credit card offers are subject to credit approval.
Unity™ by Hard Rock Mastercard® Credit Card Accounts are issued by Comenity Capital Bank pursuant to a license from Mastercard International Incorporated. Mastercard and the circles design are registered trademarks of Mastercard International Incorporated.
About Hard Rock Heals Foundation®
The Hard Rock Heals Foundation is a 501c(3) founded in 2016 in order to unite all philanthropic efforts, including global initiatives and local events, under one charity platform to benefit one common goal: making the world a better place by serving people and our planet. The foundation's motto, Love.Amplified., seeks to inspire us all to turn up the volume and deliver the message that lives can be improved by the healing power of music. The Hard Rock Heals Foundation provides grants and assistance to health and wellness, disaster relief, humanitarian causes and more around the world. All funds raised through Hard Rock's various philanthropic efforts at cafes, hotels, casinos and other venues are used to support global and local efforts that align with Hard Rock's core values of philanthropy and giving. The Hard Rock Heals Foundation initiatives include an exclusive merchandise collection, philanthropy- driven Hard Rock Hotel suites which benefit the cause, casino programs, live music donations and much more.
About Hard Rock®
Hard Rock International (HRI) is one of the most globally recognized companies with venues in nearly 80 countries spanning more than 300 venues including owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Locations and Cafes. Beginning with an Eric Clapton guitar, Hard Rock owns the world's largest and most valuable collection of authentic music memorabilia with more than 89,000 pieces displayed at locations around the globe. The Unity™ by Hard Rock global loyalty program rewards members for doing the things they love across participating properties. In addition, Hard Rock Digital spotlights the sports betting and iGaming experience with products remixed in the spirit of Hard Rock for players worldwide.
HRI has received numerous industry, destination and workplace awards across the travel, hospitality, gaming, entertainment and food & beverage sectors. HRI currently holds investment grades from primary investment-grade rating agencies: S&P Global Ratings (BBB), Moody's Investors Service (Baa2), and Fitch Ratings (BBB). For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com.
SOURCE Hard Rock International
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