Hard Rock International is launching its 25th annual PINKTOBER campaign this October, in recognition of Breast Cancer Awareness Month. Through the Hard Rock Heals Foundation, the company is committed to raising funds for breast cancer research and awareness initiatives, bringing together its global properties and loyal supporters.
The PINKTOBER campaign kicks off with a $100,000 donation to the American Cancer Society. Hard Rock properties worldwide, including hotels, cafes, casinos, and Rock Shops, will participate in special activations, offering exclusive merchandise and experiences. A portion of sales will be donated to breast cancer research and advocacy.
This year, the foundation will raise funds through auctions of exclusive memorabilia, including items from global icons. Lionel Messi, Hard Rock’s brand ambassador, will donate autographed pink cleats, worn during an Inter Miami CF match. In a partnership with Oracle Red Bull Racing, fans will have the chance to bid on race gear autographed by Max Verstappen and Sergio Perez, with proceeds supporting breast cancer awareness efforts.
Until November 22, 2024, the auction will be hosted on QTEGO, featuring never-before-seen items. Proceeds will benefit the Hard Rock Heals Foundation and Wings For Life, uniting fans of sport and speed for a powerful cause. This year, Hard Rock’s branding will be pink on Oracle Red Bull Racing’s cars and uniforms, further symbolizing the company’s commitment to raising awareness.
Hard Rock International continues to amplify its support for breast cancer research, driven by partnerships and its vast network of properties and fans worldwide.