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Hard Rock International Launches 27th Annual PINKTOBER Campaign

Hollywood, Florida – September 28, 2026: This October marks Breast Cancer Awareness Month, and to commemorate it, Hard Rock International has launched its 27th annual PINKTOBER campaign. This global initiative aims to engage guests, team members, and communities worldwide in raising awareness and funds for breast cancer research and patient support.

The PINKTOBER campaign involves a series of activities and exclusive merchandise aimed at driving contributions to the Hard Rock Heals Foundation®, which is dedicated to supporting breast cancer research and awareness efforts around the world. Over the years, PINKTOBER has successfully raised more than $15 million through its various fundraising initiatives.

Special Menu Offerings and Fundraising Activities

Throughout October, participating Hard Rock Cafes will feature special menu items to celebrate PINKTOBER. Guests can indulge in the "Pink Power Bowl," made with grilled salmon, quinoa, arugula, and roasted beets, as well as the stunning "Pink Smash Guitar Dessert," a shareable pink chocolate dessert.

Additionally, the campaign introduces lovely beverages like the non-alcoholic Berry Lychee Spritz and the hibiscus-infused Hibiscus PinkRITA. The cafes will also host fundraising events, community gatherings, and live performances, all centered around raising awareness for breast cancer.

Partnership with American Cancer Society

This year's campaign reinforces Hard Rock's commitment to community support, as it once again partners with the American Cancer Society. This collaboration focuses on providing vital resources, advocacy, and patient support programs to individuals and families affected by breast cancer.

Stephanie Piimauna, Senior Vice President of People & Inclusion at Hard Rock, remarked, "PINKTOBER reflects the spirit of compassion and connection that defines the Hard Rock brand. By working together through fundraising initiatives and partnerships, we aim to provide critical support for breast cancer research while honoring the resilience of those impacted by the disease."

Kerri Whetzel, Vice President of Corporate Relations at the American Cancer Society, echoed this sentiment, emphasizing the importance of such partnerships in providing support to individuals and families on their journeys with cancer. "Together, we can advance lifesaving research and resources to help those affected by breast cancer," she added.

Unity™ Cardmember Contributions

During the PINKTOBER campaign, Unity™ by Hard Rock Mastercard® cardmembers can make a difference with every transaction. A portion of each purchase made with this card will be donated to the Hard Rock Heals Foundation®, up to $75,000, helping turn everyday spending into impactful contributions for breast cancer initiatives.

Limited-Edition STRONGER TOGETHER Pins

Honoring both PINKTOBER and Native American Heritage Month, Hard Rock will also release a limited-edition STRONGER TOGETHER pin created by Seminole Tribe of Florida artist Theron Osceola. Proceeds from this pin will benefit the American Indian Cancer Foundation, supporting Native American women's health initiatives.

Engaging Hotel Experiences

Hard Rock Hotels across the globe are set to enhance guest experiences this October, incorporating themed live performances by female artists and limited-edition wellness treatments. Guests will have the opportunity to borrow pink electric guitars through the Sound of Your Stay® program, engage in curated dining experiences, and participate in community activities dedicated to the cause.

Moreover, Hard Rock Hotels will highlight breast cancer survivors and caregivers by offering 80 complimentary vacation nights at all-inclusive properties throughout Mexico and the Caribbean.

Casino Contributions

Not to be left out, Hard Rock Casinos will feature special gaming events and entertainment throughout October, aiming to donate a portion of proceeds from gaming vouchers to the Hard Rock Heals Foundation® for cancer research. Players can participate in initiatives like the Change for Change program, further contributing to the causes supported by the foundation.

Gamers Unite for a Cause

Hard Rock Games will also participate in this initiative with a PINKTOBER promotion, offering players a chance to support breast cancer awareness through their gameplay. Each spin contributes to the donation efforts supporting the Hard Rock Heals Foundation®.

Connecting Communities and Driving Change

This year's PINKTOBER campaign is a testament to Hard Rock International's unwavering commitment to raising awareness and funds for breast cancer research. As members of the global community come together to support this crucial cause, the significance of collaboration and compassion shines through, inspiring hope and action toward a future free of breast cancer.

For more details, visit www.hardrock.com/PINKTOBER and discover how you can contribute to raising awareness and supporting breast cancer research efforts throughout October and beyond.