Hollywood, Fla. – September 28, 2026 -- Hard Rock International has kicked off its 27th annual PINKTOBER campaign, a monthlong fundraising push tied to Breast Cancer Awareness Month in October. The initiative spans Hard Rock's hotels, casinos, cafes, Rock Shops and digital platforms worldwide, directing proceeds to the Hard Rock Heals Foundation for breast cancer research and patient support. Since its launch, PINKTOBER has raised more than $15 million.
American Cancer Society returns as this year's partner
The Hard Rock Heals Foundation is again teaming with the American Cancer Society to fund advocacy, research and patient support programs. Stephanie Piimauna, Senior Vice President of People & Inclusion at Hard Rock International and Seminole Gaming, said the campaign reflects the brand's commitment to community and compassion.
Cardholders and casino players can donate through everyday spending
Unity by Hard Rock Mastercard holders will trigger donations through Bread Financial, with up to $75,000 contributed based on 1% of October's net credit card sales in select states. Hard Rock Casinos are running the Change for Change program, converting redeemed gaming vouchers into donations, alongside limited-run table games and slot tournaments.
A limited-edition pin supports Native American cancer research
A STRONGER TOGETHER pin, designed by Seminole Tribe of Florida artist Theron Osceola, benefits the American Indian Cancer Foundation through the Hard Rock Heals Foundation. It is sold at shop.hardrock.com, tying PINKTOBER to Native American Heritage Month in November.
Hotels donate 80 free vacation nights to survivors and caregivers
Hard Rock Hotels will give away 80 complimentary all-inclusive room nights across properties in Mexico and the Caribbean to breast cancer survivors, caregivers and others affected by the disease. Guests at participating hotels can also borrow pink guitars and stream themed playlists through the Sound of Your Stay program.
Cafes roll out pink-themed menu items in five cities
Hard Rock Cafes in London's Piccadilly Circus, Barcelona, New York, Las Vegas and Hollywood, Fla., are serving limited-time items including a Pink Power Bowl with grilled salmon and a Pink Smash Guitar Dessert. Non-alcoholic and cocktail options include a Berry Lychee Spritz and a Hibiscus PinkRITA made with Teremana Blanco tequila.
Digital platforms tie gameplay and signups to donations
Hard Rock Games is running a Spins for the Cure promotion in Jackpot Planet and Neverland Casino, offering a chance to win $4,500 while donating a portion of October revenue to the foundation. On Hard Rock Bet, every new sportsbook or online casino signup during October triggers a donation to the Hard Rock Heals Foundation.